The power of style: JC Buendia has dressed up heads of state, and is one of the best fashion designers his generation has produced.

June 7, 2015 – MANILA, Philippines – Philippine fashion today is strongly influenced by socio-cultural changes, such as modernization, technological innovation, as well as artistic movements.  Mass and social media play a big role in the way we dress, as does our tropical climate.

While global brands are immensely popular with Filipinos today, local designers are bringing us much pride on the international stage. Fashion icon Josie Natori started it all with her lifestyle brand sold in the US as well as 15 other countries.

There is Oliver Tolentino and Monique Lhullier whose clothes have created a lot of buzz on the Hollywood red carpet; as well as the UAE-based designers like Furne One, Michael Cinco, and Ezra Santos, who are dressing royalty, rock stars and Hollywood A-listers in their dazzling creations.

But there are also young designers who have chosen to do their work from the Philippines, and amaze the world with their unique fashion pieces that combine artisanal crafts and contemporary sensibilities. These include JC Buendia, Nere Ku, Carissa Cruz Evangelista, Farah Abu, Happy Andrada, Tipay Caintic, Lally Dizon, Twinkle Ferraren, and Gretchen Gaffud.

Mallgoers will have the rare opportunity to see the works of these trailblazing designers when “My City, My SM, My Crafts” makes a stop at SM City North EDSA. Focusing on fashion, this will be launched on June 11, and will be showcased in The Block until June 20.

A joint project of SM, DTI’s Bureau of Domestic Trade, and the Philippine STAR with support from CITEM and NCCA, “My City, My SM, My Crafts” celebrates the creativity and innovative spirit of Filipino artisans who fashion crafts from indigenous materials that make it possible to promote these crafts in the national and international markets.

And the project partners are delighted.  “SM’s initiative in promoting local culture and arts through its “My City, My SM, My Crafts” program helps foster pride and appreciation for the Philippine artisans’ skills, craftsmanship, and creativity,” says CITEM deputy executive director Ma. Lourdes D. Mediran.  “This is one of the essential blueprints that reinforce awareness on who we really are and what we are capable of as Filipinos.”

“More than just nurturing Philippine arts and culture, ‘My City, My SM, My Crafts’ upholds the various regions’ traditions, encourages creativity and resourcefulness, supports a community, and advances the livelihood of micro, small, and medium entrepreneurs,” adds CITEM project director Arturo Cruz Dimaano.

Philippine STAR’s Lucien Dy Tioco praises “SM’s initiative in championing the ingenuity and individuality of every Filipino around the country.”

SM City North EDSA’s designer participants celebrate Filipino artistry and ingenuity.  JC Buendia is known for dressing heads of state, as well as his creative brilliance as shown in his clean, polished, feminine, and romantic designs.

Nere Ku’s shoes are avante garde, whimsical, gothic, and unbelievably lightweight.  Katha awardee Carissa Cruz-Evangelista works with local artisans, craftsmen, and weavers for her Beatriz collection, which is known for a design aesthetic that ranges from statement luxury to modern; from sculptural to colorful tropical electric.

Accessory designer Farah Abu wants “to make things beautiful and make beautiful things” with her handmade pieces; while Happy Andrada is known for her unique detail work, specialized craftsmanship, and groundbreaking style.

Tipay Caintic’s aesthetic is always playful and tongue-in-cheek: experimental knits, art prints, and the use of unconventional and innovative materials. Inspired by her love for fashion, travel, and modern interior design, Lally Dizon’s style is “luxuriously distinct.”

Gretchen Gaffud’s Samatta Manila converts premium leather into beautifully crafted materials.  Twinkle Ferraren, on the other hand, is an island wear designer who works with various local and indigenous fabrics, using hand-embroidered embellishments in swimwear, resort wear, and other separates.

Now in its second season, “My City, My SM, My Crafts” has had a series of roadshows around cities where SM has malls.  For 2015, the campaign will make stops at SM City San Pablo, SM City General Santos, SM City Rosales, and SM City Cauayan in the provincial areas; and at SM BF Paranaque and SM City North EDSA in the Metro area.