Allure

Of Mythical Proportions

September 14, 2014 | 12:00am

MANILA, Philippines - Are you a “conscious” consumer?

With the unstoppable rise of fast-fashion labels taking up priority space in leading malls, local retailers are evidently feeling the blow from it. Indeed, the Philippine retail economy is surging but smaller, local brands find it difficult to keep up with the big boys.

Local designers have dipped their efforts into making their creations more accessible while retaining a level of exclusivity for its clientele. However, in an effort to marry their artistic aesthetic with business logistics, they’ve begun to feel disheartened.

Myth Lifestyle Boutique, a one-of-a-kind hub that brings together top Filipino talent under one store, offers high-quality, accessible designer fashion to a bigger audience. Located at the Filipino Zone of Greenbelt 5 in Makati City, Myth’s exclusive RTW lines range from casual to cocktail, unique accessories and wearable menswear designs.

“We make sure to choose designers with different design aesthetics so they don’t compete with one another and can suit a wide range of personal tastes,” explains Myth co-owner, Ruby Gan. At a maximum of 12 distinguished designers at a time, the roster includes, Randy Oritz, Joel Escober, Francis Libiran, Chris Diaz, Jerome Salaya-Ang, Pablo Cabahug and Noel Crisostomo, to name a few. In addition to the already impressive line-up, Myth welcomes two new fashion minds to the group, Cebu’s Edwin Ao (for menswear) and Mark Tamayo.

In support of Filipino craftsmanship and talent, here are five high-fashion myths that need to be debunked:

1. Designs are mass produced.

To retain exclusivity to its customers, only a very select number of pieces are produced per design. So no need to worry about bumping into someone in the same dress!

2. Designs only fit stick-thin models.

Myth creative director and fashion designer Randy Ortiz explained when the boutique was first launched, “Myth is an avenue for designers to learn how to turn their creative talent into a business.” In saying that, dressing real men and women who aren’t exactly matchstick-thin is the end goal, without sacrificing their fashion aesthetic.

3. Pieces are not the same quality as getting them custom-made.

The reason behind Myth is to, first make Filipino designs more accessible to a larger market, both local and foreign. Second, to appease those who don’t have time to wait for made-to-measure garments. Third, like any retail store, there’s no pressure to buy. You walk in and out as you please. Lastly, designers can access a new circle of clients that would prefer buying from a store or because of location (like Edwin Ao who’s from Cebu).

4. They are too expensive.

Dresses/gowns range from P6,000 to P13,000. This encourages consumers to own their own designer pieces without having to be disarmed with supposed sky-rocket prices when going to a private designer atelier.

5. RTW pieces cannot be altered.

Myth offers basic alterations done by the designers themselves. This may take a few days or so.

6. Designs only suit an older clientele.

Given the wide range of designers, there is something for everyone: men, women, fashion newbies and enthusiasts alike. It’s also up to the customers to style their designer pieces with their closet staples for a more personal and updated twist.

Part of being a conscious consumer is supporting the local industry. It’s the chic balance between purchasing affordable, fast-fashion pieces to keep our looks updated while investing in classic, quality designs to last seasons upon end.