MARITHE + FRANCOIS GIRBAUD LAUNCHES WATTWASH™ FOR FALL/WINTER 2010

What's exciting about fashion, apart from cutting-edge designs and upcoming trends, is the kind of statement that most brands or designers do. These are cheeky statements that separate the genious from the ordinary, echoing relevant and important messages that tackle socio-cultural awareness, political and even religious matters, and earth issues that involve  humanity as a whole. 

This Fall/Winter 2010, MARITHÉ + FRANCOIS GIRBAUD celebrates the freedom of movement and expression. It defends the right to be different, in culture, look and attitude.

The global brand expresses its concern to save the earth by being ecologically correct and aesthetically unusual with its WATTWASH™ collection. WATTWASH™ aspires to save the most essential resource to mankind: water. It uses laser to create a multitude of worn-out looks, patterns and textures to the garment, saving 97.5% of water usually used when bleaching and acid-washing jeans.

For this season, the men’s collection is drawn from the maritime and navy ensemble mixed with the edge of a city worker. Jackets show much masculinity through its well structured cuts and stitches. The jeans allow free movement and elude a more charming casual wear. Shades of ash and dark blue make the collection pieces versatile, a ready mix for work and play.

Stashaway Jacket (WATTWASH)

The STASHAWAY jacket gives the notion that even men can look chic. This cut and sew denim jacket is part of the WATTWASH collection that’s all about saving water and the environment. It has a maritime character represented by the flap on the chest area and buttoned pockets on the side.

Nolag Fly

The NOLAG FLY pants are set apart by comfort and style, with its stretch fabric and seamless leg panel for easy body movement. This X pocket jean has a button opening with stitching that gives the illusion of lacing at the front portion. Wear it with a suit jacket and laced shoes for that sleek city look.

Scarface Jacket (WATTWASH)

Suit up with the SCARFACE ash denim jacket and go for a more European appeal with its single chest pocket and detailed stitching. The button down jacket has glen plaid patterns made possible by the environmental-friendly laser treatment known as WATTWASH giving it that unique ecological etch.

X Edge Pants (WATTWASH)

This straight cut denim epitomizes the perfect jeans for men. The X EDGE jean has a sacrum cut that eases the way jeans are worn. This low-waist denim has a versatile wash that fits any given occasion. Support the WATTWASH collection with the X EDGE denims for men.


A more playful and experimental side is seen in the women’s collection as laces, ribbons and ties quirk up the outfit allowing different shapes and personalities in the garments. The dresses express elegance in relaxed silhouettes, changing lengths and figures personalized for the woman who wears it. The jackets have androgynous character but still embrace the body in perfect fashion. Intensely subtle tones of night skies with touches of bright colors make this collection pleasurably fit, following the whims of ones body and mood.

Farfaldos Dress

Only the FARFALDOS dress can pull out graceful and chic with a twist of street. This haltered dress has strings on the chest to create a sheering effect, forming drapes at the front. The adjustable string at the bottom of the dress offers a variety of style, from layered effects to a short balloon dress. The metallic colors don’t over power but flatter the skin to give off an elegant look. Wear it on a night out with friends or on formal occasions, you can never go wrong with this dress.

Laced Cadet

Feel the military vibe of the LACE CADET pants as the lacings on the side seam adjust its tightness pants together with the button opening at the bottom. This army enthused apparel is strategically cut on the knee part for more relaxed movement and comfort.

Pedal Gear Pants (WATTWASH)

Go for a more laid back look with the PEDAL GEAR denims. These basic Capri pants are treated with laser for more uniquely washed patterns. Wear them with pride and join the advocacy in saving water with the WATTWASH Collection.

Sporter Craft Jacket

The SPORTER CRAFT jacket is a classy military inspired cover up with its navy blue hue and two side zipper pockets. This overlapping silver-buttoned jacket is made for city slickers. Layer it on a long-sleeved polo paired with flare pants for that corporate-casual attire.

Srevnoc Dress

The SREVNOC dress isn’t your ordinary jumper dress. Its cut and shape gives a woman a flattering silhouette. This makes a great afternoon dress when paired with sandals and a sun hat. Match it with high boots for a night out and make use of the dual zipper opening at the front of the dress for a more playful twist to the outfit.

Groove Jacket (WATTWASH)

The perfect street wear can be defined with the GROOVE jacket. The classic denim jacket is a staple must have, especially for this fall season. Its waistband jacket and two pockets with a tax is used to emphasize the woman’s curve, showing femininity through rugged-casual wear.


To view Marithé + François Girbaud’s expressive collection and to learn more about WATTWASH™, visit a store near you or go to www.girbaud.com.

FACE OFF: Memo Vs. Parisian Ad Campaigns

No contraversy intended here. But I noticed a strong resemblance between these two ads from MEMO and PARISIAN by SM:

The layouts are quite similar with both brands using four female foreign models (Memo has two or three of the same models as Parisian's). All models are also wearing black dresses with high heels - side by side, legs vs. legs. Obviously though, the Parisian ad for the latest Philippine Fashion Week was done more tastefully both in photography, lighting, styling and attitude, while Memo's ad look more like ahmmmm... a catalogue. To borrow Andre Leon Talley's famous line for ANTM, Memo's ad was a "dreckitudeeee!"

Kudos to Parisian for bringing more edge to their ad campaigns!

NOVEMBER COVER OF THE MONTH: Cherie Gil Goes Daring for Mega Magazine

And so you want fierce huh...

Our favorite contravida of all time, CHERIE GIL, shows 'em who's the boss on the cover of MEGA Magazine's November 2010 issue. Ultimately sexy, and partly bitchy in vintage denim and Western-inspired outfit, Cherie is no second-rate, trying hard copycattttt!

Photography: Xander Angeles
Styling: Jenni Epperson & Teej Nepomuceno
Makeup: Jigs Mayuga
Hair: Buern Rodriguez


For this shoot, the actress gets tough in workwear boots, leather and ripped jeans while clinging on ropes and hay, exposing her navel and her still-gorgeous physique amidst thoroughbreds. I have soft spot on horses, and pictorials like this one automatically spark my interest! And by the way, Jenni Epperson (of Philippine Daily Inquirer) gets to be the guest editor for this issue.

I admit to being an ultimate fan of this on-screen villainess - but in real life she's very nice, confident, loveable and easy to work with. And she remembers me even after we did a project many years ago! Bravo Cherie Gil!

Are you SPOOKTACULAR?

I don't know why, but Halloween for me is the best time of the year. All those costumes, parties, spooks, monsters, trick or treating... and oh my, this is the only moment when I can be hellishly weird without even trying! 

Now, get ready to chic, rattle and roll as SM BOYS TEENS WEAR lures everyone to surrender to the dark side with spine-tingling graphic tees. Say "Boo!" with iconic scary movie characters like Freddie Krueger (Nightmare at Elm Street), Chuckie (Child's Play), Jason Voorhees (Friday the 13th), Michael Myers (Halloween), Jack Skellington (Nightmare before Christmas) that make their way into spooktacular T-shirts, as well as hordes of skulls, skeletons and pumpkins that glow in the dark.

Photography: Frank Hoefsmidt
Styling: MGP
Grooming: Bobby Carlos


Check out this limited "to-die-for" Halloween collection at the Boys Teens Wear Section in leading SM Department Stores nationwide.

FREEWAY REVIVES RAMON VALERA

Kudos to FREEWAY for successfully launching their fourth installment of Freeway Loves Art National Artist Series, and bringing back the nostalgia of acclaimed fashion designer RAMON VALERA. Twas 60's moment all over again!

In a very intimate gathering held at The Row, Glorietta 5, we were visually treated to the life and works of Ramon Valera (tagged as the Cristobal Balenciaga of the Philippines), who was the first fashion designer to be proclaimed as National Artist for Fashion (2006). Valera was known for his elegant gowns and ternos. He was celebrated for his ingenuity and craftsmanship, for revolutionizing the national costume, for his mastery of embroidery and beadwork and for and translating Philippine motifs into contemporary terms.

A photo of Ramon Valera at work. 

Much to the delight of the guests and the press (and of course the vhadingz!), Freeway showcased an exhibit of Ramon Valera's exquisite gowns before being led to the actual place of event.  These gowns were owned by prominent clients like Elvira Manahan, Margarita Romualdez, Susie Bayot Ortigas, Adelaida Mendoza, Maritess Pineda, Evelyn Teehankee, Fe Leyson Qua and Caridad Velez Leyson. The funfare soon started as Madame Imelda Romualdez-Marcos, a major Valera patroness, came and stole the limelight in a pink terno.

Oh my, look at the long bridal train! 

Fabulous embellishments on this piece! 

 Would love to get married and walk the aisle with this fab train... As if!

Amazing sleeves that extend as a train! 

Geo stood alongside with one of his preferred original Valera gowns.

The crowd went crazy as Madame Imelda Marcos arrived.

The event was hosted by the fabulous Tessa Prieto-Valdes, who was not to be outdone in an embellished vintage white gown (with fur stole and her trademark extra frills) - although she wasn't sure if it was Valera's. Tessa, with her usual wit, brought the house down with her candid square-off with Madame Imelda who was, of course, the extreme overall highlight of the event. Madame was gracious and charming, and answered each questions willingly with much candor.

Imelda to Tessa: "Mga Filipino allergic sa pangit!"

Other speakers who paid tribute to Valera included fashion designer Aureo Alonzo (a Valera prodigee), Peching Zulueta-Gomez (Valera's niece), Tenten Wilwyco (Valera's fashion illustrator) and National Museum curator Nick Legazpi, Jr.  All shared interesting stories and glimpse into the life of the man behind the National Artist.

Freeway's owner Sheree Gotuaco led the tribute to Valera while standing out in a Freeway Valera shirt and a long teal skirt.

L-R: Nick Legazpi (National Museum Curator), Aureo Alonzo (famed Fashion Designer), Valera's fashion illustrator Tenten Wilwyco, sister tandem Kathy Roxas-Chua Que and Sheree Roxas-Chua Gotuaco of Freeway, Former First Lady Madame Imelda Romualdez-Marcos and socialite Tessa Prieto-Valdez

Of course, the event wouldn't be complete without a fashion show. Freeway presented its Valera collection with 60’s-styled, beautifully sashaying models wearing dramatic head bands, gloves and knee-high socks with make-up done by Piandre, and shoes by Janylin. The designer’s signature creative cut, silhouette, colorization, and opulent but tasteful beadwork with embroidery were reinstated in woven dresses, tunics, dramatic blouses and sublimation graphic tees. Everyone was pleasantly tickled with how Valera's works were creatively translated in various wearable ways suited to today's modern times.

Models posed for my camera while preparing backstage: Melanie, Lotus, Christine and the face of Freeway's ad campaign, Zhenya.

On the other hand, George and I beamed also with pride, for we directed this segment that was enthusiastically appreciated by the crowd. We are thankful to the Freeway team, especially Mira Sagrado and Sheree RC Gotuaco, for another rousing experience and getting us two in a row after the well-lauded Ang Kiukok launch last year. Thanks also to our fabulous belles Grace Tan-Boyles and Shiela Marie Danipog who helped us in putting up a good presentation. The entire MGP team was entralled - who wouldn't feel elated to do a show with Madame Imelda in an already-stellar audience!

Thanks to Louis Claparols for this stolen shot of MGP at work!

That's us in the background!

Jenni Epperson of Philippine Daily Inquirer aiming her camera while Jessica Yang cruised by.

Tim Yap came a little late - looking "Supreme" in a sleek white suit with Valera-inspired embellishment

Backstage scenario with model's lineup written on a very-gay, fluo pink board paper.

Our girl Shiela took the opportunity to have a shot with Tessa after the show.

Moi with living legend Aureo Alonzo.

Our other girl Grace, making pa-cute with Tim Yap. Love the embellished blazer! 

Couldn't let this pass without making chuva with Her Chuvaness, Cecile Zamora Van Straten. 

Imeldific all the way - with Sheree Gotuaco.

The collection will be available at all Freeway stores nationwide beginning October 15. All items will have their own gift packaging, a swing tag of Valera’s bio and a “Valera” signature on chosen styles.