18 years ago, before occupying the massive halls of the SMX Convention Center, Philippine Fashion Week started inside the Glorietta Activity Area. But over the weekend, it returned to the mall.
Paces away from Forever 21, Uniqlo and a Starbucks, models sashayed down the runway on the ground floor of SM Aura. They wore local designer offerings for the Holiday 2015 season - a lot of black and gold, Preview Executive Editor Isha Andaya-Valles observed.
Texting while walking.
Arnold Galang Holiday 2015
But what also glinted were the phone cases that they brandished - Philippine Fashion Week was sponsored by Power Mac Center this year.
The partnership represents a move away from the red-hot glamour of previous partners like L’Oreal (gone are the days of champagne lounges with a crimson gown-clad Anne Curtis) and toward the ‘cool’ tech sphere. Laptop and tablet carriers hung from models' shoulders as well.
In Case you didn't notice.
Jeffrey Rogador Holiday 2015
On Sunday, the last night of the show, founder and executive producer Joey Espino Jr. got up on stage to laud the new direction.
“Fashion and technology is what today is about,” he said. “It’s something we can’t do without.”
From above, curious mallgoers ringed the balconies overlooking the stage, straining their necks, perhaps to see if any artistas would come out.