The year that was in fash speak
MANILA, Philippines - Fashion and all its schizophrenic tendencies not only have the unnerving efficiency of alienating non-industry people, it also speaks day-to-day its own language. For those unfamiliar with the parlance of the creatives, listening in is like being plopped smack in the middle of a foreign vernacular circle.
With the New Oxford American Dictionary’s word of the year “unfriend” taking topbill for communication readjustments, I thought it would be interesting to see how our local scene reinterpreted day-to-day grammar into fashion lexicons. And to make it even more legit, I asked 10 people in the know to share their particular choice of fashion jargon — and its reciprocating insider significance.
Cecile Zamora Van Straten
Philippine Star columnist, blogger: chuvaness.com
Chica: Adjective: the state of being stylish, could also refer to being hot, directional, fierce, having it all. In other words, a person having a one up on everyone else.
Usage: “Anyone who has a Margiela piece before he left his eponymous label is so chica!”
Pam Quinones
Stylist
Aura: Noun: scene in the context of hooking up
Usage: “Where’s your aura tonight?.”
Jo Ann Bitagcol
Fashion photographer, model
Class: Adjective: to express admiration for being top-notch.
Usage: “Class! Travel ng travel!”
Liz Uy
Fashion editor
Di ako na brief: Noun: summarizing in four words how it is when a particular situation catches you off-guard.
Usage: “Ay. There’s a super hush-hush Lady Gaga after party pala. I’m so not dressed! Di ako na brief!”
Omar Ermita
Makeup Artist
Fresh: Adjective: an alternative to fierce, extremely hot.
Usage: “Love those Nicholas Kirkwood shoes girl! Frrreeesh!
Andre Chang
Accessory designer
Hoe hem gee: Exaggerated version of the acronym OMG, which means, “Oh my God.” An expression of utter disbelief or surprise.
Usage: “Hoe. Hem. Gee. Are those spring 2010 Balenciaga leather cargo skinnies?”
Vince Uy
Creative director
Haggard: Adjective: exhaustion from having too many projects to complete in such a short time.
Usage: “I have to finish laying out this page tonight because I have an early shoot tomorrow at 9 a.m., a meeting at 12, and another shoot at 3 p.m., haggard!”
Cary Santiago
Couturier
Fab: Adjective: short for fabulous, or wonderful.
Usage: “Dear, you lost 10 pounds, fab!”
Robbie Carmona
Director
Kembot na: Verb: Let’s go! Fight!
Usage: “Models, the show will start in five minutes, so I need ultimate performance level, high energy! Kembot na!”
Rajo Laurel
Fashion designer, judging panel for Project Runway Philippines
Kabog: Adjective: local vernacular that means it beats everything else. Winner.
Usage: “Kabog tong concept for the ad campaign, it will blow everyone away.”
And here’s my personal favorites:
Effort: Noun: difficult exertion.
Usage: “A couture dress done entirely in micro pleating finished by hand? Effort!”
Severe: Adjective: harsh, too much.
Usage: “Ang severe naman ng super smoky eyes with red lipstick.”
Scurr: Verb: Derivative of scared. Something that’s a bit too much to the point of being frightening.
Usage: “Scurr ako sa Alexander McQueen horse hooves shoes, it’s like living aliens on your feet.”
Wisel: Adverb: a response that expresses no, or I don’t, or I can’t.
Usage: “I can’t buy another designer arm candy, wisel na ako money.”
