Style spy

MANILA, Philippines - This summer I realized I could no longer tell if people in the mall were going to an event or just fashionably enjoying the air conditioning. I have seen similar outfits and owners dominate my social-media feeds and it seems like the “it” boys and girls of Instagram and Tumblr have leaped out of cyber world and into the real world. The mall, today’s birthplace of trends, or rather, the style origin.

The Ayala Malls, in partnership with The Philippine STAR, celebrate their annual lifestyle series called Style Origin with this year’s theme: An Eye for Style. Outfits manifest themselves ardently not just as a particular look, but in a general attitude of tasteful self-expression. From color, structure, lines, cuts, stitches, and textures — the devil is in the details of the most covetable clothes and baubles.

Last May 23, Style Origin took place at the Greenbelt Fashion Walk and the spotlights shone on the High Street Fashion Show. There were three shows scheduled that day: kids and teens, casual lifestyle, and Filipino zone and luxury brands. As the three segments suggest, fashion-savvy is not limited by age, taste and preference, or budget. Bianca Valerio, the lifestyle columnist and best-selling author who was the stylish host of the event, even changed outfits three times to get into the spirit of things.

“Style Origin 2014 inspires fashion and beauty by putting together editorial picks curated by top fashion editors: Regina Belmonte (YStyle), Peewee Isidro and Rainier Dagala (Mega), Bianca Gonzales and Patrick Galang (Meg), and Kate Paras and Elaine Carag (Chalk),” she mentions.  

These eagle eyes of style presented strong lineups of cool, chic looks. And they acquitted themselves nicely showing a range of must-have classic pieces, feminine and flirty numbers, as well as an interesting mix of eclecticism and simplicity.

Alongside the models (donning made-in-the-Philippines fashion brands and designers like Religioso, Albert Andrada, Azucar Clothing, Myth, Joanna Preysler, Vic Barba, and Jun Escario), the children’s collections of Hobbes and Landes, Osh Kosh B’Gosh, Mothercare, Gingersnaps, Chicco, Cotton On Kids and Big and Small took the runway.

The micro-models, whether taking the lead all on their own, flanked by their stylish chaperones or being pushed in strollers, drew the most animated reactions from the crowds, rivaling the roar for celebrities like Kim Jones, Fatima Rabago and Jodilly Pendre, etc. There were also community models, regular girls and boys who represented the majority of the market.

The next day, this time at the Glorietta Activity Center on Palm Drive, a group of grandmothers were fighting to take front-row seats to watch their grandchildren model. “He’s threatening not to walk,” a lola tells me, worried.

“We make sure the community is engaged in whatever we do. We involve the Makati residents,” says Maricris Bernardino, the Ayala Malls marketing head. The grandmothers near me were the kagawads of the different gated villages. And Maricris’ own daughter Bianca, 13, will be walking for the brand Just G.

Because it was Saturday, the family and fans of the community models were in full force. Indeed, watching kids on the runway was a treat to their relatives. It was breathtaking (beautiful and, at the same time, stage moms were literally holding their breath).

The children were well behaved and focused on the task at hand: to walk from one end of the runway, pose, and then walk back again.

There were more oohs and ahhs for them than there were for Alissa Martinez (Bayo Love), Xian Lim (Armani Exchange), Jeric Teng (Cotton On), Teejay Marquez (Mossimo), Bea Rose Santiago (Stradivarius) and Alden Richards (Folded & Hung), who elicited shrieks and giddiness. So that’s saying a lot. Although, Team Kramer (Doug, Cheska, Kendra, Scarlett and Gavin for Zara and Zara Kids) was the biggest showstopper.

Actor Jericho Rosales was in the audience to support the host, wife Kim Jones. Director Robby Carmona of Saga Events, Inc. also managed to bring the show to another level with a samba band and dancers a la Carnival. There were also zip poi and kali sticks dance numbers. And in the end, bursts of confetti!

Ayala Land Vice President and Head of Operations and Support Services, Commercial Business Group Rowena Tomeldan adds, “We have pioneered beautiful malls. Our malls have shaped the Filipino lifestyle by providing well thought out spaces, curated activities, and the best in local and global brands. Filipino families have embraced the Ayala Malls experience.”

Beyond fashion (58 brands were shown that day!), there was also a Fun Fair for the young and the young-at-heart. The arts and crafts station included rainbow looms, stamp making, fashion illustration and styling, and face painting. But I went straight for the food. And then came the heavy cocktails catered by Cibo.

Families are shaking up the fashion industry and the Ayala Malls have taken notice. They make sure there’s something for everyone. Even for me.