Artefino women weave their heritage vision
ArteFino, Manila’s premiere craft fair, returns to Rockwell, at its new venue, the Fifth at Rockwell, Power Plant Mall. For its third year, “Pamana” (or heritage) is the pervasive theme for ArteFino. The organizers and the purveyors acknowledge the importance of heritage. The heritage journey is captured by the total experience with an ongoing focus on global quality, encouraging social entrepreneurship and showcasing artisanal art.
ArteFino is the brainchild of Maritess Pineda, Mita Rufino, Cedie Vargas, Susie Quiros and Mel Francisco, staunch art and culture advocates, passionate about creating a venue for like-minded individuals to pursue the best of the Filipino.
ArteFino opens its doors from Aug. 29 to Sept. 1 for four days.
With 130 participating brands, the fair is moving beyond a curated lifestyle. Over the last few years, ArteFino has forged strong partnerships with its community and patrons toward evolving the notion of conscious consumerism — bringing to the fore environmental impact, heritage processes in creating the product, and overall awareness of the community it supports.
“There is a greater understanding of quality of the locally designed, produced and sourced items that will go on sale at ArteFino,” explains Maritess Pineda.
“The success of ArteFino as a platform for social consciousness is what drives the fair.”
The HeArteFino Development Program embodies the values of the organization. The program aims to grow the community, to bring local artisans closer to a sustainable livelihood by letting their living traditions adapt to modern times. “We want to find a model of really giving back to the community. The program we jointly developed with the communities is the way
forward; we are just starting,” Mita Rufino comments.
The new normal is an environmentally aware social entrepreneur who engages with their own team and the buyer. “The vibrant storytelling has been layered onto the buying experience. An honest exhibitor allows the product value to grow exponentially,” Cedie Vargas explains. The modern consumer that ArteFino is helping shape searches for honesty and transparency
in the products made available.
“We are looking beyond the ongo ing narrative of being proudly local, by working with our exhibitors and buyers on how good the Filipino can be, with a lot of prodding and guidance,” notes Marimel Francisco. “Our ongoing value-driven message that we started two years ago shows that we can pass on the learning in all that we do.”
ArteFino has become a catalyst of a new mindset in appreciating the value and qualities of the Filipino, in clothing, handicraft and art for a broader audience. “There is a deep sense of pride in what we do, being change agents in the consumerist landscape,” adds Susie Quiros. “The new entrepreneurs and larger younger demographic present a collective consciousness toward the best we can be. The annual look book and product interpretation is part of the ArteFino movement in understanding our roots.’’
The “Pamana” movement is highlighted in the choice of vendors for this 2019 edition. Workmanship in embroidery, weaving, carving and bespoke jewelry, for example, are now overrun by machines — losing the heritage that once was the hallmark of bespoke. The team is preparing its social responsibility efforts to ensure that traditions throughout the country continue.
The annual fair provides a venue for new entrepreneurs with Finds by ArteFino. This year, De La Salle College of St. Benilde’s Industrial Designs students join the fair. “Our program is a quest to integrate design philosophies with technology, to meet the demand of the modern consumer.”
Monchet Diokno Olives, the rakish fan man in ArteFino, reprises his role as curator for the 2018 success of Barracks by ArteFino, bringing the art of manliness to the fair with a selection of men’s accessories and clothing in the ArteFino ethos.
This year’s “Plantation” theme revolves around the barong from casual to formalwear. The central bar at the Barracks will complete this year’s experience.
ArteFino returns to Rockwell and considers the community their home. Rockwell has also evolved as a stalwart of Filipino ingenuity and entrepreneurship, capturing Filipino elements in their developments. The boutique community concept in their enclaves are a testament to their commitment to serving the Filipino lifestyle, as well as capturing its essence.
