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Work Wear Diaries: The Women Of Sm Ladies Wear

Meet the stylish girls behind SM Department Store’s Ladies and Teens sections.
Work Wear Diaries: The Women Of Sm Ladies Wear Meet the stylish girls behind SM Department Store’s Ladies and Teens sections.

It’s not so much a secret anymore that some of Manila’s most stylish dash to SM Department Store to shop for—and perhaps take advantage of—its, I say, colossal selection of clothing apparel, shoes and accessories at very, very friendly price points.

Since the establishment of its full-line stores, it has changed the retailing landscape vastly, making it a hotbed for every fashion need and want, delivering what its slogan promises (We’ve got it all for you!). It’s become a household name, even for the meticulous and finicky fashionistas.

Behind these racks and racks of clothes are the ladies of SM Ladies Wear department who are themselves in-style and stunning even when they’re buried with paperwork.

Pia Abad, Division Head for Ladies Outerwear and Teens Wear, shares, “Yes, we really dress up outrageously at work but it’s just really how we are and our love for fashion.”


Pia and her team—Ingrid Chavez, Chinggay De Castro, Jocas De Leon and Pinky Young—step out from behind the dressing room and show us why they perfectly suit their jobs.

Read on to know more about the girls and click on the photo gallery to see their styles.

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Describe the nature of your department (a general view of SM Ladies Wear).

Our business unit handles the four departments of Ladies Wear: Outerwear, Innerwear, Plus Size/Maternity and Girls Teens Wear. We carry hundreds of brands—both in-house and consignment—to serve every possible Filipina's need and want in dressing. Majority of these brands are exclusively available in SM Department Stores. Our job is to ensure that these brands are the best value of the freshest collections you can get for your money's worth. It is available when you want it, in any of the 40 stores most conveniently located near you. 


To accomplish this, we do product development for exclusive in house brands, and close collaborations with international and local suppliers. We also do international sourcing and canvassing, regular store checks. We have access to international fashion forecasting advisers, too.

I know it sounds all glamorous and fun but believe me, there are days it gets really physical. Try sorting through thousands of samples every Buying, I have hanger scars to prove it!