For its holiday collection, Freeway focuses its fourth installment of the successful National Artist Collectors’ Series on Ramon Oswald Valera, National Artist for Fashion. The apparel collection features inspiration from Valera’s signature creative cut, silhouette, beadwork, embroidery and hand-drawn sketches.
Valera, who passed on in 1972 at the age of 59, was the first fashion designer to be proclaimed as National Artist for Fashion in 2006. Known for his elegant gowns and ternos, Valera was celebrated for his ingenuity and craftsmanship, for revolutionizing the national costume, for his mastery of embroidery, and for his beadwork. His signature creative cut, silhouette, colorization, and opulent but tasteful beadwork with embroidery are now reinstated in Freeway’s Valera National Artist Collection, which includes woven dresses, tunics, dramatic blouses and sublimation graphic tees.
Freeway held a gathering that celebrated the works and life of Ramon Valera at The Row in Glorietta 5. Hosted by Tessa Prieto-Valdes, the event gathered some of Valera’s most ardent admirers. Former First Lady and now Ilocos Norte Rep. Imelda Romualdez-Marcos was guest of honor with Valera’s niece Peching Zulueta-Gomez, fashion designer Aureo Alonzo, and National Museum of the Philippine’s curator Nick Legazpi Jr. They all shared interesting stories about the life of Valera. Guests were treated to lots of Valera giveaways and raffle prizes.
Freeway showcased the collection in a ‘60s themed fashion show. Each collection piece was presented by models wearing dramatic head pieces and makeup done by Piandre. Aside from the fashion show, Freeway held an exclusive one-night viewing of original Ramon Valera gowns displayed at the ground floor of Glorietta 5. Gowns displayed were originally owned by the late Elvira Manahan, Margarita Romualdez, Susie Bayot Ortigas, Adelaida Mendoza, Maritess Pineda, Evelyn Teehankee, Fe Leyson Qua and Caridad Velez Leyson.
The collection is now available at all Freeway stores nationwide and all items will have their own gift packaging, a swing tag of Valera’s bio and a “Valera” signature on chosen styles.
(To know more about the collection and event, visit www.freeway.net.ph)