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Model Citizen

PMAP launches its exhibit and social awareness campaign.
Model Citizen PMAP launches its exhibit and social awareness campaign.

December 8, 2008
Greenbelt 3

If you didn't get the memo, Pinoy pride is alive and kicking, and the Professional Models Association of the Philippines (PMAP) shows us how to keep it that way. While we appreciate the international mix of light eyes and fair hair in recent editorials and commercials, we're definitely glad to see the beautiful Maria Makiling, the menacing Manananggal, and even the aged Ermitanya putting the Philippines back on the fashion map.

All these and more iconic images from local folklore and pop culture showed up as PMAP launched their first ever social awareness campaign with “Mabuhay Modelong Pinoy!” The special photo exhibit, styled and directed by PMAP member Bianca Valerio and shot by photographer Raymund Isaac with Ago Coronado, conjures up striking images from Philippine culture, with PMAP models clad in local designer clothing. The packed gallery also showcases beautiful photos of the organization's members and luminaries.

The gallery is the first step in the campaign to preserve our sense of pride for true Philippine beauty. In this special event, the newly elected board of PMAP officers, President Ariel Atendido, Vice President Isabel Roces, Secretary Mia Ayesa, Special Projects Officer Peter Norrdell, Disciplinary Officer Bianca Valerio, Treasurer Marilen Faustino-Montenegro, Public Relations Officer Phoemela Baranda, and Junior Board Raphael Kiefer, all aim to uphold “strength and marketability in Philippine beauty.”

Now's your chance to show your support for our Philippine models, not to mention strengthen your Pinoy pride! Click on for a few of the photos that are already on display, but make sure to catch the rest of the exhibit from December 8-14, 2008 at Greenbelt 3, Makati. For more info, log on to

-Bernice Bautista, Editorial Assistant

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