Sought-after English brands in Manila have partnered with the British Embassy
to celebrate the best of the United Kingdom’s creative styles, as part of the ongoing British Fashion Month.
The event’s kick off was held parallel to the London Fashion Week, which began on February 14.
Recognizing the Filipino’s passion for fashion and self-expression, the British Embassy gave special importance to this component of its five-month “This is Great Britain” campaign, identifying both countries’ shared interest in style.
“The UK has long been a playground for designers to unleash their imagination, inspiring others with their creations and defining iconic periods. From mod to punk, from High Street to high fashion, from office to everyday casual wear, British fashion has been adopted and adapted throughout the world,” UK Ambassador to the Philippines Asif Ahmad said at the British Fashion Month’s networking night on February 12 at SM Aura in Bonifacio Global City, Taguig City.
Since then, a roving fashion exhibition has gone to several SM Supermalls around Metro Manila, showcasing seven successful UK brands in the Philippines. The exhibit was first mounted at SM Aura Premier from February 10 to 14; and moved on to SM Mall of Asia from February 19 to 23. From today to March 2, the collection will be shown at SM Megamall; and will end at SM North Edsa from March 5 to 9.
Among the clothing brands participating are Marks and Spencer, Lee Cooper, River Island, Speedo, TM Lewin, Warehouse, and Clarks shoes.
“Shopping is a national passion in the Philippines and I am happy to see British brands doing well here,” Ahmad enthused.
As a bonus to visitors to the exhibits and shoppers of British brands, the embassy is simultaneously running an online contest where Twitter users may post photos of themselves taken against the British Fashion Month Wall at the roving shows, with the hashtag #BritishFashionMonthPH, while tagging the British Embassy @ukinthephilippines. Winners of the best photos will receive prices from #MarksSpencerPH, #TheBodyShopPH and #LeeCooperPH. The announcement of winners will be on March 4.
“We realize that there is a huge amount of interest in fashion here in the Philippines, not only with girls, but men as well who are taking British fashion as an inspiration. They look up to icons such as One Direction or David Beckham, two of the many fashion icons we have in Britain,” the ambassador continued.
He describes British fashion as “organic and not fake,” while a “self-expression, which could be a little crazy but with much passion.”
Revealing his favorite British fashion piece, Ahmad singled out the “mini-skirt” by Mary Quant that exploded in the ‘60s as part of the Mod and youth fashion movements.
Finally, he disclosed that he is eager for UK label Primark to set up in the Philippines, but explained that the company is still in the process of studying their business opportunities in the international market.
For more information on the onging British Fashion Month, log on to www.gov.uk/world/philippines or follow http://twitter.com/ukinthephilippines to get more updates.