British Fashion Month kicks off in Manila

MANILA, Philippines – British fashion, particularly from the famed high street stores, has always been a wearable companion to many Filipinos.

The month of February is not just about love but fashion as well, with the British Embassy opening the British Fashion Month here in Manila which will run until March 9.

In an event held at SM Aura last February 12, British Ambassador Asif Ahmad opened a fashion exhibit to mark the event, showcasing British brands here in the country that will appeal to any Filipino from any age with whichever fashion sense.

The exhibit will flaunt the latest from this season with special promotions from British clothing brands Lee Cooper, Marks and Spencer, River Island, Speedo, TM Lewin, Warehouse and Clarks shoes.

Simultaneously, the British Embassy will run an online contest via Twitter that will give the public a chance to win prizes from participating brands.

Ambassador Ahmad believes that British fashion’s success in the Philippines can be attributed to the Filipinos’ love for dressing up. “I think one thing we really have to recognize is that people in the Philippines like to dress well. I often find that at events I go to, I’m actually less well dressed than my guests. So therefore, for us, we have to try a little bit harder to find our space. I think we have,” said Ahmad.

From Union Jack t-shirts, classically cut dresses that scream ‘Kate Middleton,’ to the emergence of fascinators, it is safe to say that British fashion, has indeed settled nicely in its own niche in the Philippines’ mixed market of fashionistas and comfort-seekers.

Several international clothing brands have been making their way into the Philippines into the last couple of years. Ambassador Ahmad says that this is due to the business oppportunities in Manila being nothing short of attractive.

He says that the demographics of the Philippines are easily marketed to businesses due to the younger, more dynamic, consumer-oriented population. People here like to shop and brands are responding. “I’m not just talking about big high end malls. everywhere. Shopping is a past time here and that will always attract investors,” the Ambassador added.

It doesn’t stop there. The Ambassador says fashionistas in Manila can expect “quite a few more” of their favorite brands from the UK finally making their way to Manila this year.

The British Embassy’s exhibit for British Fashion month will travel through different malls. It will be at the SM Aura, Ground Floor Atrium from February 10 – 14, SM Mall of Asia Main Atrium February 19 – 23, SM Megamall Mega Fashion Hall February 26 – March 2, and SM North Edsa – The Block Atrium March 5 – 9.

British Fashion Month is part of This is GREAT Britain campaign, a 5-month celebration of the best of British business and culture, which will culminate in March 2014 with the Great British Festival weekend at Bonifacio High Street.   – Rappler.com