Mabuhay Modelong Pinoy!

Celebrating its 21st year in the Philippine fashion industry, the Professional Models Association of the Philippines (PMAP), will hold a photo exhibit to launch a social awareness campaign entitled Mabuhay Modelong Pinoy!

The exhibit, made possible by Samsung, aims to uplift the image of true Philippine beauty in our society, as colonial mentality is growing more rampant and evident in our local market.

Brought to life through the visionary eye of veteran fashion photographer Raymund Isaac and assisted by up-and-coming photographer Ago Coronado of Portfolio Studio, the exhibit showcases our Philippine heritage and culture, inspired by local folklore, popular images and pop culture under the creative direction and styling of PMAP member Bianca Valerio and makeup by the artistic hands of Karen Atendido and Rachel “Pong” Niu.

The message of the exhibit is: “We should be proud of our own and preserve in people’s minds the beauty of the Filipino.” The PMAP is led by president Ariel Atendido, together with newly elected officers Phoemela Baranda, Isabel Roces, Bianca Valerio, Marilen Faustino-Montenegro, Mia Ayesa, Peter Norrdell and Raphael Kiefer. “This is our battle cry — not merely to protect livelihood, but also to instill a sense of pride for our color, culture and country. We should aim to inculcate in people’s minds that there is strength and marketability in Philippine beauty,” says Atendido.

The exhibit runs from Dec. 8 to 14 at Greenbelt 3, Makati, with the support of friends from Samsung, HP, Ayala Land, Ralph’s Wine, Fiamma and Maxxium.