For an up-and-coming designer, it’s a Cinderella story

Save for a few who hit it big on their own, many of fashion’s boldfaced names gained cachet through grants, like the Vogue-sponsored CFDA which provides monetary access for hard-working, fresh figures with lots of talent but no money to spare, or through reality TV competitions that promise fame and fortune in one neatly-wrapped package.

Local talents gunning for a break in the fashion industry recently got a heads-up when Cinderella announced that they were holding a competition for young talents. The idea? Foster young designers and help develop them into a brand that’s commercially viable. “We want to give importance to aspiring designers,” says Cinderella’s Marielle Santos-Po, “who want to make their mark in the Philippine fashion industry but are unable to due to cost constraints.”

Conceived in part to celebrate the company’s 60th anniversary, they kicked off the competition with a slew of prizes. Any wannabe designer aged 21 and up who’s a resident in the Philippines can join. The task? Create three sketches — day to evening wear, women’s or men’s wear — that encapsulates the competition’s theme, which is “Innovative, global and fashionable summer 2009” — and submit, along with résumé and portfolio, by July 23.

“We try to not be too specific with the theme so that the designer is not limited creatively,” Marielle explains, “but they need to keep in mind that its wearability as an RTW product is very important as well.”

Partnering with School of Fashion and the Arts (SOFA), helmed by bag designer Amina Aranaz-Alunan, was the next step. The grand prize winner of the competition not only gets the chance to design for the retail chain but will be able to glean all they can about the inner workings of the industry — the business and technical aspects — through a one-year scholarship of diploma course in fashion design at SOFA.

“At SOFA, aspiring fashion students can expect to be immersed in the world of fashion as soon as they step into our doors,” says Amina. “Our education touches on all aspects of the industry. Having the One School (an entrepreneurship school) as our partner, we believe in providing our students knowledge and skills in fashion entrepreneurship which we believe are vital for success.”

Cinderella invited the newly-minted fashion institution to participate in the competition, knowing that whoever they choose to design their next collection will come out with a more acute sense of design after a year under SOFA’s tutelage.

“We gladly joined since part of our vision is to nurture young Filipino talent by giving them combined creative and business skills which we believe are essential in the fashion industry,” Amina declares. “Being a long-time player in the retail market, Cinderella would be the perfect channel in which they can practice this.”

“Cinderella sees the importance of education,” Marielle adds. “Being a designer is not only about sketches but knowing the process of creating a product which is very important especially in turning design talent into a business. We want to cultivate their skills and give them confidence in knowing the basics when it comes to fashion design. Having education as a backbone can be a very powerful tool together with the experiences he/she will go through as a designer.”

Making Philippine History

Over its 60-year oeuvre as one of the largest local retail chains in the country, Cinderella has made history with its bold, statement-making business moves. “Cinderella has had numerous firsts,” states Marielle. “We were first to develop local designers; first to cater to the young generation by the creation of BASE 2010 in Northmall Makati; and first to have its famous Red ‘C’ logo in Cinderella designed by famous Filipino artist Lor Calma.”

They started environmental awareness programs before they became de rigueur for every brand. “We launched an environmental marketing campaign ‘Work With Nature… Not Against It’ in 1989.”

Originally created as a children’s brand (hence the fairytale reference), the company began under the auspices of Florencia Coronel, whose talent for fashioning intricately-embroidered children’s frocks quickly became apparent when her eldest daughter showed up at functions wearing her mother’s creations. Soon neighbors came calling and, thanks to word-of-mouth buzz, a business was born.

With only four costureras and one cutter to her name, Florencia quickly expanded the Caloocan-based firm by exporting her wares to the US, Germany and Australia. Shortly after its inception, Cinderella was being sold at better department stores like Aguinaldo’s and Berg’s during Florencia’s heyday.

But it was the company’s first boutique, which opened in the ’60s along EDSA, that spelled big business for the Coronal clan. As the first boutique to carry local and imported brands, the store instantly gained a following. Therese Coronel-Santos, Florencia’s eldest who was also the unwitting catalyst for her burgeoning business when she drew compliments from her peer’s parents by showing up in her pretty party dresses, helped grow the company when she was put in charge of the retail outlets, taking five trips a year to keep abreast of the latest trends.

Though they kept their fingers on the pulse of international fashion, they also made it a point to cultivate local talent. “We pioneered ready-to-wear here,” Therese Coronel-Santos claims. “Inno Sotto, Auggie Cordero, Rusty Lopez, Ernest Santiago all had their own RTW lines at Cinderella.” Even Sharon Cuneta, who may have pioneered the celebrity clothing line trend in the Philippines, had her own collection sold exclusively at the store during the ’80s. Anyone who wanted a piece of the retro sweetheart simply had to hie off to Cinderella and purchase apparel inscribed with her name on the tag.

“We’ve been a part of the local fashion industry for so long,” says Therese. “People who’ve made it big probably had their start with us.” And she’s not kidding. “Ricco Ocampo (who formed Sari-Sari store and, later, Anonymous, Black Shop and Mix) is always proud to say that he got his start here.”

 ”Cinderella has paved the way for a lot of young designers and entrepreneurs since our store was the venue for a lot of start-up businesses,” Marielle shares.

Judge and Jury

Whoever wins the competition will find themselves in the same position as Inno and co. at the beginning of their careers. With a plumb job offer and a distribution power that few budding designers can achieve, the winner has to be someone who lives up to the company’s history and can provide a new voice to the store’s already packed plate of established brands.

With judges like designer Jojie Lloren, photographer Sara Black, Cinderella’s local ladies merchandising manager Marielle Santos-Po, Cinderella’s head designer for local ladies and men’s wear Dennis Castillo and SOFA’s executive head of marketing Amina Aranaz-Alunan, the task of winning is far from easy.

“We want to see new and fresh ideas from the designers,” says Cinderella’s head designer for local ladies and men’s wear Dennis Castillo. “Competition is tough now and with new brands coming in all malls, we always have to offer new things to our customers.”

“We are looking for someone with an innovative, forward-thinking, modern, young and exciting take on fashion,” adds Amina.

“The use of colors and choice of fabrics are important as well as the finished product or the execution and construction of the garment,” states Dennis. “A good collection should have commercial appeal.”

“The winning collection should make a statement,” says photographer Sara Black. “With so many labels on the market, the designer needs to find a voice that resonates with Cinderella’s consumer while still keeping the personality and the perspective that makes their work unique.”

“It’s not a small thing to be a ready-to-wear designer,” says Cinderella’s Malou De Venecia. “It’s a big deal to be accepted as an RTW designer because you speak to a broader audience. Compared to designers who focus only on made-to-order garments, whoever creates an RTW collection needs to think ahead of the pack.”

“The bottom line of every designer is to sell — to be present in the mind of the consumer,” she muses. “I think whoever wins this competition will have that.”

Making it to the top

Think you’ve got what it takes to snag the top prize? Cinderella’s Designer’s Competition 2008 offers aspiring young talents (aged 21 and above) the opportunity to hone their talents and showcase their work with a scholarship at School of Fashion and the Arts (SOFA) and a chance to design for the nationwide retail chain. “Cinderella’s vision is to develop and discover new brands, and expand it in terms of accessibility and distribution,” says Cinderella’s head designer Dennis Castillo. “Being a good designer isn’t only about designing or creating a collection. Like any job it requires discipline and the right attitude. At the end of the day it all boils down to a good product. Our bottom line is to translate a good product to good sales.”

If you think you’re what they’re looking for take out your pen and paper and start sketching.

What: Designer’s Competition 2008

Who can apply: Anyone 21 years and above, resident of the Philippines

What’s required: Résumé, portfolio (sample work) and three sketches of women’s or men’s wear for day to evening

What’s the theme: “Innovative, global and fashionably summer 2009”

When’s the deadline: July 23, 5 p.m.

Where to submit: Cinderella head office, 825 EDSA, Quezon City (between MRT Kamuning and Quezon Ave. stations) or School of Fashion and the Arts (SOFA), 55 Paseo de Roxas Ave., Makati City

What’s up for grabs: Grand prizewinner receives a scholarship from SOFA and a chance for a work contract with Cinderella Marketing Corporation. First runner-up earns a P15,000 gift certificate from Cinderella while second place gets a P10,000 gift certificate from Cinderella.