Classic and basic wear for everyone is what best defines Giordano. From its beginnings in Hong Kong in the 1980s, the brand has grown into a worldwide retailer of apparel and accessories.
In the Philippines, Giordano is also recognized as such, which is why guests at the opening of its 62nd store on February 19 at SM Megamall’s Fashion Hall were surprised to find a Korean-inspired selection taking center stage.
“Our items in Giordano Concepts are all designed in Korea, which is the main difference from the regular Giordano apparel from Hong Kong. The fit, the fabric, and the styles are quite different from what our customers are used to,” Beatrice Lim, Giordano Philippines vice president for marketing, told The Manila Times.
“Basically, this new store differs in aesthetics and fit since Koreans have their own block style for fitting,” she added.
Invited to the store opening were A-list celebrities and local fashion icons who were only happy to be the first to wear and experience the Cabin Fever collection, now available to the public. Among them were Richard Yap, Venus Raj, Lauren Uy, Kelly Misa, Patty Laurel, Tim Yap, and Tweetie de Leon, who lead the 15 style icons chosen for Giordano Concepts.
“We asked different models and celebrities—all from different walks of life, in a sense—to show that Giordano Concepts is for everyone. That’s why we got different celebrities from different backgrounds to communicate that our brand is for diverse but discerning customers,” Lim elaborated.
As avid followers of Korean culture and style, Filipinos are expected to embrace this new concept, in a way that is slightly less eccentric and “over-the-top” as Korean-pop or “K-Pop” styles tend to be.
“Now that there is a Korean craze in the country, a lot of their style is associated with K-Pop. But with this collection, we can offer Filipinos to appreciate Korean style that in a way that is classic and subtle,” Lim concluded.