Six hijab brands dropped Julia Prastini the week her affair photos went public

Julia Prastini, known to her audience as Jule, built one of Indonesia's most bankable modest-family channels: hijab content made together with her husband, Korean-born chef and creator Na Daehoon, and their three children. Brands paid for the picture of a warm, intact Muslim family as much as for her face. In October 2025 that picture broke: photos and private messages alleging a relationship outside her marriage circulated online, and the audience reaction was instant, with boycott calls aimed at any brand still working with her.

The endorsements fell within days. Six modest-fashion and beauty brands cancelled their collaborations: Itsmostly Official, Yeppushop, Beauty Charm, Kazami Store, Lozy Hijab and Jumuna Official, each answering the boycott pressure with a public statement. The sharpest loss belonged to Itsmostly: a shawl line named after Jule's daughter, the 'Jena Shawl', was already finished and ready for sale. The brand released the product anyway and announced that its sales proceeds would not be 'affiliated with the person concerned' — a collaboration reduced to a disclaimer.

Jule stayed silent while the brands left. On October 26 she admitted the affair in an Instagram story, apologising to her parents, her husband and her children, and to the brands: her personal problem, she wrote, had affected many parties, and she asked the public not to attack the companies that had dropped her, calling what happened purely her own mistake. By the time she spoke, six partnerships had already been erased — the market had reached its verdict before the person at the centre said a word.