ABSTRAK
Produk lokal fashion masih dipandang sebelah mata oleh masyarakat, terlebih lagibanyak store-store produk fashion Internasional mendominasi pasar. BrightspotMarket hadir untuk mempromosikan dan mewadahi produk fashion lokal. Denganmengusung konsep curated, Brightspot hadir membawa produk fashion lokaldengan kualitas premium. Penelitian ini menjelaskan Brightspot Market yangmemodifikasi konsep circuit of culture yang telah dijelaskan oleh Stuart Hall.Modifikasi circuit of culture menjadi pembahasan utama analisa dalam melihatproses representasi identitas yang muncul dalam Brightspot Market. Denganmenggunakan metode kualitatif yaitu wawancara dan observasi terhadap pihakBrightspot, vendor produk lokal dan konsumen, penelitian ini menunjukkan hasilbahwa brightspot Brightspot Market kemudian merepresentasikan identitas ?cool?dengan konsep curated marketnya.

---

ABSTRACT
Nowadays, local fashion product is still underestimated by society.Moreover, many international brand?s store seems dominating the market. Then,Brightspot Market comes up to promote and embody local products. With curatedmarket concept, Brightspot presenting local fashion products with premiumquality. This thesis describes Brightspot Market which modify the circuit ofculture concept by Stuart Hall. Modification of the circuit of culture become themain discussion of this study to analyze the representation of identity that appearsin Brightspot Market. Using qualitative methods by interview and observationtowards Brightspot owner, local products? vendor and consumer, this studyshowed that Brightspot Market represents the identity of ?cool? with its curatedmarket concept.