MANILA, Philippines - The show was all about branding — putting together several fashion labels of SM Store into just one label — SM Woman. And it was beautifully and powerfully done.
Put together by Fashion Week director Joey Espino and SM designer Tonichi Nocom, the show was refreshingly awesome, as it was done on a two-level stage using a mix of hydraulics and playful videos. Never a lull in the fast-paced and well-curated show that showed all-wearable clothes from casual to resort to career to evening wear.
There were stylish basics with interesting twists, playful beachwear that can be mix-matched for city wear, clothes for the boardroom and after-office events, and modern cocktail ensembles and evening gowns.
What made a lot of sense was that the clothes were for sale on racks, in the lobby right outside the SMX exhibition hall. People were buying like mad.
The SM Store (another case of rebranding) is now amazing us with non-stop innovations, bringing a sense of freshness and newness to this department store that has for decades been so on the move and constantly evolving, we have forgotten that it started as a shoe store.
SM is moving fast with more surprises. And to think we are still busy exploring SM Aura. And we are still excited about the new and wonderful SM Mega Fashion Hall. —M.M.M.