On runway, SM sends message: I’m every woman

WHEN SM said that they’ve got it all for you, they weren’t kidding. ����ý saw how SM wanted to cater to every woman during a fashion show held last week for SM Woman’s Spring/Summer 2019 collection in SM Megamall’s Fashion Hall.
����ý saw a palette of dusty pastels like old rose and mustards on blazers, tops, and slacks. This season, floral and tropical prints appear on jumpsuits, while kimonos in bold floral prints are all the rage. Plaids, checks, and tartans, meanwhile, take one from the resort to the boardroom with a playful tune thanks to blazers paired with shorts.
Speaking about the clothes’ resemblance to looks that have just been seen on the international runways, Jo Dy-Juanco, senior vice-president for SM Store events said, “You can also see a bit of Kate Spade there. [But] what is the take of the Filipino?”
That’s nice and all, but it was even better to see women of all shades, sizes, and ages on the runway: think Bubbles Paraiso and Phoemela Baranda, and then Frenchie Dy and Bituin Escalante representing plus-sized women. Finally, Angie King, in her first fashion show walk, glided down the runway in a black floral kimono, preceded by her spouse, Joey Mead King.
“When we say fashion for every woman, we’re serious about that,” said Ms. Dy-Juanco. “We wanted every woman, of any size, or race, to be able to wear that,” she said about the clothes.
She really is serious when she said that the clothes should fit every woman: before the pieces even hit SM stores, Ms. Dy-Juanco and her team take the time to wear the clothes themselves, the better to see how each item falls, fits, and drapes. “In all the clothes that we’re looking for, it’s all about the fit.” SM apparently does not design its own clothes, and functions as a buyer by buying their stock from suppliers.
Ms. Dy-Juanco takes a hands-on approach to the clothes, going as far as sending prototypes to friends to get feedback. “We listen to our customers — a lot,” she said. “It’s not just about the color; it’s how comfortable we feel when we wear something. We wanted women to have that freedom.”
It could be argued, then, that SM Woman is a brand by women, for women. “It has been for the longest time,” said Ms. Dy-Juanco, “My boss is a woman.” (She was, of course, referring to Teresita T. Sy-Coson, co-vice chairperson of SM Investments Corp.).
This March, tagged Women’s Role in History Month, customers can get up to 50% off on selected SM Woman items. Every Wednesday, SM Advantage Card holders get an extra 10% discount for a minimum single receipt of P3,000. — Joseph L. Garcia