MANILA, Philippines — Jose “Pitoy” Moreno, the Fashion Czar of Asia and Philippine National Artist, died yesterday at 88.
Moreno had spent most of his time at the Manila Doctors Hospital due to Alzheimer’s disease the past decade. His last bow on the fashion ramp was in 2011 when the Lopez Group mounted a tribute to him.
Moreno wielded power as he mixed fashion, society,art,culture, history and politics in his career that spanned almost six decades.
He dressed up all the First Ladies of the Philippines except Mrs. Aurora Quezon. He made gowns for two Philippine presidents – Cory Aquino and Gloria Macapagal-Arroyo. Royalty also wore Moreno: Princess Margaret of Britain, Queen Sirikit of Thailand, Queen Margarita of Bulgaria,to name a few. Also in his who’s who roster were Nancy Reagan, Pat Nixon,Betty Ford, Margot Fonteyn and Deeda Blair.
Moreno’s fashion shows were shown before royalty and VIPs in London, Monaco, Marbella, Washington DC, Beijing, Tokyo and Kuala Lumpur.
Renowned for being a beauty queen maker, Moreno for years served as consultant to Stella Marquez-Araneta of the Bb. Pilipinas pageants.He showed a preference for beauties and fashion models from upper crust families.
Born Feb. 25, 1930, he was proud of his Gagalangin, Tondo roots though. It was at the University of the Philippines where his Fine Arts classmates included Celia Diaz Laurel, Araceli Limcaoco Dans, Josie Trinidad-Lichauco and Nora Daza that he began his entry into the corridors of power.
A member of the Upsilon Sigma Phi, his link with frat brothers like Ferdinand Marcos proved valuable.Among his closest friends was the late Imelda Cojuangco, with whom he became active in charity and cultural projects.
In 2009, Moreno was named National Artist amid protests by cultural personalities who claimed that the Fashion Design category was not yet accepted. Six other awardees were likewise the subject of protest. Yet earlier, in 2006, Ramon Valera, the exponent of the Philippine terno, was named National Artist.
During his ailing years, it was Moreno’s sister, poet Virginia Moreno, and friends like former model Conchitina Bernardo and businessman Johnny Valdez who looked after him.