When practicality meets playfulness in fashion

On Nov. 11, event curator (and good friend) Anna Amigo invited me to the press launch of Yoya, a clothing line that opened a new branch at Shangri-La Plaza Mall. There, I had the good fortune to meet Yoya Gueco-Verdier, the shop’s owner and designer. I was impressed with her clothing line because it is versatile, wearable and practical, with clean and classic lines. Simply put, Yoya’s designs are just my type and perfect for my wardrobe.

Needless to say, I wanted to learn more about Yoya and was happy when she agreed to be interviewed. Enjoy these excerpts from our fun and illuminating chat, where she shares her thoughts on inspiration, the Filipina fashionista, fashion victims, and more.

What prompted you to open a clothing line?

“Fashion runs in my family. Growing up surrounded by manufacturing, I always dreamt of creating my own brand. When the opportunity arose, I took the leap, moving back to Manila from Canada after nearly a decade. Yoya was born in 2019 as an expression of that lifelong vision.”

How would you describe your style?

“Practicality meets a touch of whimsy. It’s utilitarian but never boring. Every piece has an edge, a thoughtful detail or a spark of playfulness.”

Did you take formal lessons in fashion?

“I honed my craft through summer courses at Central Saint Martins and hands-on experience at my grandfather’s tailoring shop during university. My first job at the House of Laurel was pivotal — working with Rajo and his sisters taught me invaluable lessons about the craft and business of fashion.”

What inspires your designs?

“It’s all about moments. I imagine how someone wants to feel or present themselves in a specific situation. I design with emotions in mind — how a piece can empower or enhance someone’s experience in that moment.”

How would you describe the fashion sense of the Filipina?

“Filipinas are thoughtful dressers. From everyday errands to special occasions, there’s a clear sense of pride in looking polished and presentable, no matter the walk of life. It’s a beautiful cultural touchstone.”

Your shop in Shangri-La Mall is stunning. Who conceptualized the interiors?

“Thank you! The space is my love letter to whimsy, inspired by Alice in Wonderland. I envisioned pockets of wonder — a retro-futuristic and organic mix that feels fluid and playful. My husband, Alain and I worked together to design elements like paper walls, maze-like fitting rooms, and modular clothing capsules, creating an ever-evolving space with a light footprint.”

Who is the Yoya woman?

“She’s a thinker. Our pieces resonate with women who value intelligent design, clothes that not only fit beautifully but also make them feel confident and at ease in their own skin.”

Do you plan to expand into men’s or children’s wear?

“Absolutely! A men’s line is already in the works.”

Where do you source your materials?

“Primarily across Asia, with some local finds.”

What’s a common fashion mistake Filipinas make?

“Playing it too safe. There’s so much joy in taking risks, whether it’s a bold color, an unexpected texture, or a playful silhouette. Fashion is meant to be fun!”

Who or what is a “fashion victim” for you?

“Contrary to popular belief, it’s not about being ‘too bold.’ True fashion victims miss the opportunity to use clothing as self-expression or a confidence booster. I love Bill Cunningham’s take on this: ‘Fashion is the armor to survive the reality of everyday life. Doing away with it would be like doing away with civilization.’”

When is a woman well-dressed?

“When her personality shines through her look. It’s in the little details — a thoughtfully chosen cut, an unexpected accessory, or how pieces are styled together. The goal of Yoya is to amplify this individuality; our clothes are the canvas, but the wearer is the masterpiece.”

What fashion tips can you give to the average working Filipina?

“Invest in quality. Build a wardrobe that aligns with your lifestyle — pieces that work as hard as you do. Think about cost-per-wear, and choose versatile staples you’ll reach for again and again.”