RunwayPat Santos gilded creations showcased at his bridal suite at SM BF Homes Parañaque.

Primed for the mainstream

Never losing their faith in the Filipino fashion industry, the Espino brothers, Audie and Joey Jr., together with Runway Productions, Cal Carrie’s International Inc., EsAc, and Masters School for Models are set to present the Philippine Fashion Week Holiday 2014 collections from May 28 to June 1 at the SMX Convention Center and SM Mall of Asia.

From the published schedule, the more interesting shows and events seem to be the Lee 125-years celebration spread over three days, SM Woman, Emperador presents PhFW Party and longtime fashion insider Nardie Presa’s show.

One intriguing new entry is Yevgeniya Alexandrovna Yushkova, who has her own label called YAY. Now based in Manila, she is originally from Izhevsk, Udmurtiya, in Russia and was educated at the Fashion Institute of Design and Merchandising in Los Angeles, California.

“YAY convertible clothing allows you to save much-needed time in this fast-paced universe. A single outfit will accompany you from a workplace to a dinner with friends, followed by an eventful and fun night. You can accomplish all three looks with YAY without going home to change. The YAY woman loves to be in control of her look and destiny,” she writes in her blog www.yaydesigns.com.

What I’m most excited about, though, is the decision of the unassuming and unpretentious Pat Santos to finally join the fashion fray after toiling in obscurity as a ready-to-wear designer for SM Department Store. Last year, the supermall launched Santos’s made-to-order line.

“I would say that SM is one of the greatest gifts that our God has given to me. I’ve experienced all types of hardships that have led me to become a better person and to be able to live comfortably. For SM to trust me and my capability that much, it has given me an opportunity to make it big,” Santos said in our previous interview. “I want people to experience the other side of my artistic inclinations and craftsmanship. I hope every Filipino will learn to appreciate that our product is worth buying for.”

So, how is the response so far to his eponymous brand and recent bridal collections?

“People are now more familiar with the name Pat Santos. Their curiosity about my aesthetic is increasing, and they have somehow become trustful of me and have become more confident when wearing my creations,” Pat said with pride.

He plans to open a few shops around areas where fashion is happening, besides having a stronger presence at SM malls, to give people a broader understanding of his fashion sense. Part of these expansion plans is joining PhFW.

“It will be a great experience not only to show the artistic inclinations that I’ve got but also to gain more friends in the fashion industry,” Pat intimates. “I’ll be featuring the latest lace materials with embellishments and skin-tone chiffon fabric to enhance the silhouette or shapes of Filipino women. The colors of my creations are the latest tones like soft lilac, grayish ice blue and my signature colors of black and gold.”

Pat’s minimalist looks can easily translate from runway to reality. With a little bit of nepotism, I dressed my pretty nieces in his Blanc et Noir collection to underscore the wearability factor of his creations.

“Since Filipino women are not exaggerated dressers and prefer only simple looks, I think they can appreciate my creations because they flatter every woman,” Pat explains. “I can only offer the perfect balance of my aesthetic, which will enhance the class and sophistication of the people who will luckily experience wearing my clothes.”

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