Chinese-Indonesian-Filipino Fashion Publicist cruises Los Angeles with her all-female-biker gang
#HUEVOICES | Meet Ashley Kusuma
Introducing #HUEVOICES, a new series on sharing the inspiring faces of global-minded Southeast Asians worldwide. A showcase of a multitude of personalities, talents, and people who share a Southeast Asian origin.
While those looking in often group Southeast Asia as one region, this series aims to show the diverse expanse of cultures, customs, perspectives, and experiences, not only among those who grew up in the same country but also among the many people who live on the many islands and cities that span these nations.
Southeast Asia encompasses eleven nations: Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar (Burma), Philippines, Singapore, Thailand, Timor-Leste (East Timor), and Vietnam. This series is about sharing real stories of individuals who paved unique paths to where they are today.
The mission is to have a little fun while revealing a deeper narrative of how growing up in Southeast Asia or having associations with this region has shaped their worldview. We talk about life, wellness, and everything else in between— to explore how their unique culture and exposures have contributed to their life stories, in their own words.
These are the stories about the diversity of Southeast Asians at home and abroad.
By the way, just a heads up.
This series now lives in it’s new home at HueVoices.
You can read the updated version there and subscribe to the latest interviews there.
Ashley Kusuma. I grew up in Jakarta, Indonesia and am half Chinese-Indonesian and half Filipino. I currently live in Los Angeles. I moved here to go to uni when I was 18 and stayed after graduating to build my career. I’ve worked in fashion for over 10 years now, which has always been a dream for me growing up. Now that I have a career in a space that I’ve always wanted, I realise it’s important for me to have passions and interests elsewhere. I always loved travelling and seeing the world, meeting people I wouldn’t have otherwise. I took up motorcycling about 6 years ago and it’s been such an amazing experience that has really impacted how I look at life and the relationships I hold so dear.
My hometown is Jakarta, but home is wherever I’m with those I love most.
I live in Los Angeles but I’ve also lived in Jakarta.
The one thing I miss most about my hometown is the people, the food, the rich culture.
If I was an ice cream flavour, I’d be rainbow sherbet because it’s colorful and unexpected.
My spirit animal is a black panther because there’s something beautiful about how stealthy, elusive, and intelligent they are.
The soundtrack to my life is anything by Leisure. Their songs are so feel-good and remind me of driving down the Pacific Coast Highway (California) on a sunny day.
As a child, I used to dream of becoming a writer. I used to write short stories, poems, and songs… — oh, the days when being on your phone 24/7 was nonexistent and you had the luxury of being bored.
Now I am a fashion publicist, which still involves a lot of writing and being creative in a different way.
But, in another life, I’d be riding motorcycles with Ewan McGregor and Charley Boorman around the world.
The “pinch-me” moment in my career so far was I have to remind myself that I’ve been lucky to have a few of these. But, a few that stand out are working my first Moschino fashion show seating Gwen Stefani and Eve next to each other among others (cue “Let Me Blow Your Mind” and every No Doubt song from middle school) for ultimate 360 nostalgia vibes and being on a massive double decker bus with the rest of the Moschino team and our MET Gala guests driving through New York City to bring them to the gala after months of work preparing for that moment.
I am currently listening to SZA the most.
My last three liked tracks on my Spotify are Basquiat by Black Hibiscus, Nothing Matters by The Last Dinner Party, and Baby I’m Yours by Barbara Lewis.
The last book/movie/article/podcast/artwork that left an impression was I Don’t Feel At Home in This World Anymore. It was such a hilarious and weird portrayal of how we don’t have control of a lot of what happens in life and to not be an asshole (movie reference)!
My most recent well-spent splurge was a vintage mink coat from an estate sale— not sure if it’s the most practical purchase, but at the very least I can feel luxurious in my pyjamas around the house.
I can never leave the house without chapstick.
My go-to outfit of the moment is these days it’s getting chilly in Los Angeles, so I’m going for jeans, a sweater, and a leather jacket with some boots.
The shoes you’ll see me wearing most are either Nike Dunks for comfort or loafers because they go with absolutely everything.
The scent you’ll smell on me is Maison Louis Marie No. 4.
On my bedside table, you’ll always find a book, my journal, and mouth tape. Mouthtaping is such a controversial topic, but I swear it’s been a game-changer for me getting a good night’s sleep.
You’ll always find cheese sticks stocked in my fridge (lols). I have to defend myself here— as it’s the perfect snack!
My idea of self-care is being able to turn off and be in the moment. I have to be glued to my phone for work and I really appreciate those moments when I can put some distance between me and the blue screen.
The one healthy habit I cherish most is journaling.
The type of vacation I crave for most is one filled with adventure exploring new places and meeting new people.
My ideal Saturday afternoon is riding my motorcycle with my girl gang, grabbing food and eating it down on the beach… or raiding an estate sale with my boyfriend.
If you knew you had one day left to live, how would you spend it?
I think when we’re asked this question our initial thoughts often go towards the most extreme things— skydiving, travelling to the farthest corners of the world, seeking a drastic increase in adrenaline. In reality, I think I would spend my last day in a fairly simple manner. I would probably throw my phone away. Spend the day with my boyfriend, surrounded by as many family and friends, indulge in endless amounts of good food, take one last ride on my bike, and end the day on the beach. The ocean is so grounding for me— it reminds me of how small we are in this world and how connected we all are.
What does success mean to you?
Being happy with who you are and your ability to get through anything that comes your way. Knowing that life is an ongoing journey marked by continuous learning and growth. To be able to have the luxury of understanding that work, while it can be meaningful, does not define life and to be able to have the freedom to pursue a life that’s rich in diverse experiences.
Can you share a pivotal moment in your life that helped shape your path to your current success?
I don’t know that I can pinpoint it to a specific moment, but rather a gradual realization of not caring so much about what other people think— to do you to the best of your abilities and to always lead everything you do with respect and kindness.
When I was younger I used to care so much about what other people thought of me and it was a bit stifling, but there’s a sort of freedom once you realize that it really doesn’t matter what others think— it gives you the courage to do more, to take chances, to do better.
Everything I’ve done until this point in my life, from building my career in fashion to embarking on motorcycle trips to Washington and Mexico, or taking a risk to [quit my job] and pause work for seven months last year has been rooted in this perspective. It’s been a guiding principle that I’ve used to drive me towards growth and success.
What is one piece of advice you’d like to give to your younger self?
Never lose yourself in everything you do— whether it’s the work you put out or the relationships you have. So cliche, but remember you are capable of doing hard things and trust that you’ll always figure out a way to get through it. And lastly, to always live life by trying. Put your best foot forward and give everything you want to do a try— the worst that can happen is that you tried!
What’s something people often misunderstand about you?
Because of the nature of my job people often assume I’m outgoing and extroverted, but I consider myself pretty introverted. I love spending time with others, but I also really value my alone time. I do a lot of self reflection and brainstorming when I’m on my motorcycle. It’s one of the rare times I’m not able to check my phone and have to be fully present in the moment. It can feel like a form of meditation for me, where a lot of things seem to make sense or a vague idea formulates itself after a ride. Most of the time I come off a ride I not only had so much fun, but gained so much clarity on so many fronts.
What values/legacy/perspectives has growing up in Southeast Asia impressed on you?
Growing up in Southeast Asia, the stark contrast between the rich and underprivileged has always had a profound effect on me. There was always (sadly) primarily women and children begging for money by your car or on the side of the street as a contact reminder of the socio-economic divide. I had grown up always reminded about how lucky we are, resulting in an innate urge to always help others.
I was 7 when the tumultuous ‘98 riots in Indonesia happened, a period of violence and unrest. I remember being woken up in the middle of the night, hastily being told to put on my shoes as we walked through the darkness across our neighbourhood to the local kampung, a village community of locals. Scaling a rickety wooden ladder over what was at least a 10 foot wall separating our neighbourhood from the kampung, we were welcomed by the families who lived there, who despite our differences we were playing alongside their children, watching television and sharing common interests.
It wasn’t until later I learned our late night playdate was due to anti-government demonstrations heading towards our neighbourhood that night and our family had sought refuge in this kampung. We evacuated out of the country the next day, passing by burning buildings in the neighbourhood and city, bloodied bodies, crowds of people, shielded from view by my parents who had told us to keep our eyes closed.
Reflecting on this memory brings mixed emotions of sadness and fear, but also gratitude and compassion for the people who extended their help to us that night. The contrast between the lives of those children in the kampung, similar in age to my brother and me, and our difference in backgrounds is a reminder of how arbitrary our circumstances are. None of us chose the conditions into which we were born into and yet, we live such different lives. And no matter the cards they were dealt, even when they didn’t have much they were happy. That moment instilled a deep rooted desire for me to help others in everything I do and to always— always— be grateful for this life I’ve been so lucky to have.
How do you define your cultural identity, and how has it evolved?
Growing up I’ve always struggled with this question— I always felt that I was never ‘Indonesian’ enough, yet didn’t have any other culture I particularly associated with otherwise.
My Indonesian was (and arguably, still is) sub-par, with an accent that makes it quite obvious I don’t practice it very often. I didn’t speak Mandarin, nor did I really speak Tagalog besides picking up phrases here and there from my grandparents.
Growing up primarily speaking English with my family, my Indonesian was limited to day-to-day communications to get by. It didn’t come naturally and words just didn’t flow as easily as I would have liked.
It’s funny how language played such a huge role for me to feel linked to a specific cultural identity. Looking back, I realize it’s much more than that and didn’t get a chance to digest that fact until after I left Indonesia.
Living overseas, I realized just how much my Indonesian culture is a part of me, beyond solely being able to speak the language. The generosity, kindness, and light-heartedness of our people is ingrained in everything I do and how I treat others. My appreciation for food can be attributed to being exposed to the many flavors and spices in our dishes— the time it takes to prepare one component of the dish, the hard work that goes on behind it.
My eclectic taste in music likely stems from appreciating the beautiful intricacies of our traditional instruments. My hunger for learning about other cultures and experiencing new things is a testament to the diverse and beautiful traditions of my homeland. The idea that so much of identifying with being Indonesian and growing up there is so interlaced with the fabric of who I am as a person has helped me embrace my cultural identity.
What is a tradition or custom from your Southeast Asian heritage that you hold dear?
So much of Southeast Asian culture is deeply rooted in respect. Beyond the usual customs like respecting your elders, it’s intricacies like not touching someone with your foot or even taking off your shoes at the door. Ha it sounds crazy, but I can’t help but cringe when I see friends lounging on their beds with their shoes on! Beyond respect, I think these cultural norms have taught me to have a sense of consideration for others.
Another cherished custom related to this is the practice of placing your hand over your heart after shaking hands with someone. In many cultures, this gesture signifies respect and sincerity, that you’re welcoming them into your heart. These traditions not only connect me to my heritage, but also have served as lessons for me in empathy and understanding.
Can you share an experience where you felt your culture was especially celebrated or particularly challenged?
I feel lucky that when I share the fact I grew up in Indonesia that others express a genuine interest in learning more. I’d like to think that once they know that fact that they understand me a bit more and why I am the way I am.
I had the privilege of being the President of the Indonesian Bruin Student Association at UCLA. We held an annual celebration of our culture and during my year we held a “culture night” with traditional dances, Gamelan music, and a play that showcased the different regions of Indonesia. We also had an exhibit of traditional outfits, photos, and artifacts loaned to us by the Indonesian Consulate and guests were able to enjoy traditional dishes alongside the performances.
I remember feeling very proud of not only the night itself, but all that we had accomplished as a collaborative effort, from applying for grants and presenting in front of board members for funding, to doing grassroots street marketing and garnering press to raise awareness for the event. Seeing a community so deeply connected to their Indonesian heritage invest so much into sharing our culture with others and making the night a success was inspiring. The experience made me realize the power of community and the strength that lies in sharing one’s culture with others.
How do you navigate the balance between preserving your cultural heritage, embracing global influences, and honouring where you are now?
Ironically, being far away from the homeland has allowed me to deeply appreciate and acknowledge my heritage. Moving to LA, I wanted to experience everything about living in America, from seeing everything this huge country has to offer and the amalgamation of cultures in Los Angeles, to silly college specific experiences like attending frat parties (like in the movies!) and having my first experience with a fake ID to purchase alcohol. In the midst of living life here in America, I think what keeps me grounded is the tether to my roots, to where I come from. It’s acted like a compass, guiding me through my experiences and ensuring I remain rooted in my identity and my beliefs.
How do you share and celebrate your unique culture with others?
Food is so central to so many cultures and it’s no exception in Indonesian culture. I love introducing others to Indonesian food, sharing anecdotes of my time in Indonesia and offering glimpses of what everyday life there is like.
Almost always, it ends up with friends having a genuine interest in the culture or having an eagerness to visit the country to experience it for themselves. I’ve had the amazing opportunity of hosting friends I’ve met in the U.S. for their first visit to Indonesia and introducing them to our culture and way of life, which ends up fostering a deeper appreciation of my heritage for me.
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