By: Masayu Yulien Vinanda

Jakarta (09/11)-The critical condition of Sumatra forest encouraged Sariayu to express their concern by supporting WWF-Indonesia conservation effort in Sumatra. The concern took form of the launching of Sariayu Color Trend 2010 Senandung Rimba Sumatra (literally meaning Sumatra Forest's Hum) in Pendopo Kemang, South Jakarta, Monday (09/11).
Founder and CEO Martha Tilaar Group (MTG) Martha Tilaar and Director of WWF-Indonesia Governance, Corporate Engagement, and Community Empowerment (GCCE) Nazir Foead attended the launching. Sariayu Color Trend 2010 offers two collection inspired by Sumatra high biodiversity and culture; Toba and Nias collection.
""Sumatra forest are now in critical condition. Its environmental resistance is characterized on very poor scale. I hail this support from fashion industry, particularly Sariayu, showing their commitment to collaborating with WWF on protecting the remaining forests and ecosystem in Sumatra,"" Nazir said
Sariayu and WWF partnership conserving Sumatra biodiversities will be in the form of donation. 500 rupiahs for every Sariayu Color Trend 2010 product sold will be donated to WWF-Indonesia.
Besides supporting WWF's conservation effort in Sumatra, the collaboration between WWF-Indonesia and Sariayu is expected to increase people's awareness regarding environment and inspire other fashion industry actors showing concern to the environment.
WWF-Indonesia working with Sariayu on its Color Trend series previously conducted last year, on its 2008 Color Trend edition  titled ""Sariayu Trend Warna Cantika Jawa Timur."" Sariayu gave support using the same method, 500 rupiahs donation for every product sold.