MANILA, Philippines — When makeup brand Glossier emerged in the market — specifically on Instagram — it brought an already beloved shade of pink to new heights. Pastel pink, combined with sleek minimalism, has been the craze with brands, and clothing brand Milkshake took it upon themselves to bring that certain look into our department stores with their latest brand launch at The Block.
One look at their Instagram page and you’ll immediately be greeted by a uniform, feminine style. It’s girly — the dresses, co-ords, skirts, and tops, bring a very young and playful aesthetic that would best suit a younger market. This is the vision of the brand, as Milkshake started an initiative to create a fashion line that’s accessible to the young generation. The name of the brand was inspired by something tenderly female — it’s the idea of hanging out with your best friends, getting together, sharing secrets and wants over a drink. Milkshake recreated that atmosphere at the launch — upon stepping in, you can get tattoo stickers to put on your body. Charming booths are sprinkled across the area, highlighting their best pieces. As you’re seated, rounds of desserts and milkshakes are served. Even guests are dressed in dainty fashion, emulating the palette of the brand.
The launch was hosted by the lively MYX VJ Samm Alvero, who never failed to entertain despite the largeness of the space. As I was sipping on my milkshake, a Kahoot quiz was presented to the crowd, so of course, I had to join in. The questions were fairly easy and would only require a simple run through the brand’s online pages. One of the questions was the brand’s golden rule, which was the tagline “girls support girls”. Anchoring a brand in feminism has been a strategic marketing move for a lot of brands, and if you’re one to constantly be exposed to these brands, it may feel quite repetitive and stale. However, Milkshake is reaching a different market — and it’s a nice initiative to introduce that concept on a wider, mass-oriented scale.
The event went on with performances by Vivoree and Sue Ramirez, who had fans screaming for them the whole time. A fashion show followed, showcasing the collection in its entirety. The brand really does thrive on feminine pieces, both casual and formal. If you’re a newbie in fashion and looking for attainable options to explore, then Milkshake has something for you. Some of the pieces are dressy and can be a good staple in your wardrobe. Upon browsing the collection myself, I see what they’re trying to do — they want young girls to try, explore, and have better options to express themselves through fashion.
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Milkshake Clothing is available at selected SM Stores nationwide.