Contribution of Indonesia's economic creative to total Gross Domestic Product (GDP) increased for about 7.38%. To support the development, Indonesian Agency for Creative Economy continuous to improve its performance conducting a capacity building plan and one of them is through product innovation and promotion. In order to create innovation, there are many information and skill that individual party may not have. As a solution, collaboration can be the chosen strategy to develop innovation. The purpose of this study is to analyse the approaches, mapping stakeholders, and understand the operation in collaboration and promotion of Noesa as Indonesian fashion brand and Watubo rural artisans. The method used is exploratory analysis identify through the condition theory by Drucker (1993) with short ethnography study. The result of this research is to identify the effective and efficient approach to conduct collaboration between fashion brand and rural artisan, in production and promotion of indigenous fabric.

• Sonny Rustiadi(Institut Teknologi Bandung, Indonesia)
• Nina Arina(Institut Teknologi Bandung, Indonesia)