The vastly dynamic movement of fashion industry where many brands are converting to digital marketing, is seen as an opportunity for Indonesian local brands such as NFRT Label (Nefertiti) to build brand awareness. NFRT Label is a woman clothing line that was found in 2011. With their identity as "effortless fashion", NFRT is trying to construct's public awareness towards their brand as a clothing line with sense of effortless style through Instagram. The purpose of this research is to describe

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... ow NFRT Label builds its brand awareness as effortless fashion through Instagram. The researcher elaborates the purpose of this reserach in three aspects: how NFRT Label attracts attention on Instagram, creates consumer's comprehension and consumer's retention. The researcher used descriptive method with qualitative data. The result of this research is elaborated based on this research's objectives. In gaining attention, NFRT creates different kinds of contents, collaborates with celebrity endorsers, holding a contest, using hashtag, creative caption-writing, et ce tera. Seeing how NFRT creates comprehension, NFRT gives basic information about their products, collection description, content consistency, creates easy-to-comprehend captions, et ce tera. To create consumer's retention, NFRT shows their signature products, does repetivite contents, manages the time and amount of postings, and use an easy-to-reccall logo. NFRT has done a good job in creating customer's attention through social media although NFRT hasn't given an optimal performance when creating customer's comprehension and retention. Abstrak Perubahan industri fesyen yang begitu dinamis di mana banyak kegiatan pemasaran yang dilakukan secara digital, menjadikan peluang fesyen lokal Indonesia untuk mengembangkan bisnisnya. NFRT Label adalah sebuah merk fesyen wanita yang berbasis di Jakarta berdiri tahun 2011. NFRT sedang dalam tahapan pembentukan kesadaran merknya melalui media sosial. Dengan identitasnya sebagai "effortless fashion", NFRT berupaya menciptakan kesadaran publik terhadap brand dengan gaya effortless ini. Tujuan penelitian menggambarkan pembentukan brand awareness NFRT Label sebagai effortless fashion melalui media sosial Instagram, melalui gambaran upaya NFRT dalam menarik perhatian konsumen (attention), menciptakan pemahaman (comprehension), dan menciptakan ingatan (retention). Metode penelitian deskriptif kualitatif dengan hasil penelitian menunjukan bahwa dari segi attention, NFRT menciptakan konten yang variatif, penggunaan celebrity endorsement, pelaksanaan kontes, penggunaan hashtag, dan lain-lain. Dilihat dari sisi comprehension, upaya NFRT dalam menciptakan pemahamannya adalah melalui pemberian informasi produk, konsistensi konten, pendeskripsian koleksi, serta menulis caption yang