The democratization of fashion at Philippine Fashion week

MANILA, Philippines - How is fashion relevant to the Juan dela Cruzes of our country?

The recent political campaigns have shown us that fashion can become an outward manifestation of what you stand for or believe in. Pinoys living or working in other countries are declaring their identities via clothes that feature symbols of nationalistic pride.

The democratization of fashion is perhaps most evident during Philippine Fashion Week (PFW), the largest industry event in the Philippines. Held twice annually (by Runway Productions headed by Joey and Audie Espino), it draws thousands of fashion insiders and followers — what with the bulk of the country’s renowned and emerging designers launching their seasonal collections on its runways.

Through the years though, PFW has increasingly been a home to retail and lifestyle brands. The convergence is telling of the times and of the pervasiveness of fashion. Having both designers and more mass-market brands there proves that it cuts across social strata, and the event participants are all for it.     

As designer Marlon Rivera said during the recently held Philippine Fashion Week Appreciation Night, “Exposure is very important to designers and brands. Having a regular platform like the Philippine Fashion Week helps generate publicity for us. The sheer number of designers and labels showing at the same time attract attention and awareness.” Fashion Week is where designers and brands up their profiles and boost their consumer following —whether here or in New York. For us to make our mark in the international scene, designer Jerome Salaya Ang said that “the industry should unite to achieve its goals.”       

Designers like Marlon Rivera, Jeffrey Rogador and M Barretto believe that in a couple of years, “Philippine fashion will be a force to reckon with” and “Philippine Fashion Week will be at an international level and at par with those held in New York, Paris and Milan.”

For just its first run this May 26 to 30 the event is giving 111 designers and a number of top local brands a platform to showcase their creations to buyers, the media, consumers and the general public. Group shows featuring multiple designers give audiences a cornucopia of trends and inspirations; solo shows (45-piece collections) and premier shows (35-piece collections) provide an in-depth perspective on key designer visions; while brand shows prove how runway styles spill onto the streets.