Public Engagement and the Making of Carnaval's Place at Jember Fashion Carnaval

A creative idea will not thrive without hard work of those who support it. The big dream of Dynand Fariz, who initiated Jember Fashion Carnaval, is to make an alternative brand for Jember as the Tobacco City. As a matter of facts, the tobacco production in Jember has been declining due to the massive campaigns of anti-tobacco. Jember is now well known as a City of World Carnival’. The streets in the city are utilized as catwalks for fashion carnival. In the carnival, creative costumes with local-global characteristic are displayed in a massive scale. The event becomes a public art exhibition. The regular events have encouraged everyone to promote and carry out the mission of the city. The involvement of all levels of society in creative activities has ultimately founded solid corporate culture that becomes the new identity of Jember community.