The doors of Philippine Fashion Week (PhFW) have been opened wide for collaborations with designers, business owners, and brands or collaborators in 7 territories where style is intrinsic. Fashion, dining, beverages & spirits, home, travel, arts & entertainment, and wellness are such avenues of style.

As inquiries are pouring in, and minds are starting to meet, the PFW’s new message ‘Reinvent The Runway’ addressed to the style industry poses a business challenge to brands to rethink their next act, whether that’s going to be a small or a seismic shift.  The fresh perspective also clarifies PhFW’s role: to help collaborators reimagine what their next opportunity is and provide them the launchpad for it. And what better venue to launch the next idea or next phase in one’s business journey than a runway that has been in business for more than 28 years.

‘We need to remind people of the power of the runway,’ says Nikky Nicandro, PhFW’s new chief vision officer. And powerful it is. PhFW’s rebirth, marked by a successful launch at The Ayala Museum was a celebration of its contribution to the style industry and a teaser of things to come: more collaborations underway.

The new PFW aims to excite business stakeholders within the 7 style vectors, emphasizing that every great idea they have is deserving of a runway. Runway here denotes two pillar events each year plus a host of bespoke events in between, the concepts of which are wide open to imagination – while considering a strong business push to create brand recognition and salience among a brand’s universe of customers.

PhFW’s new management team, with Nikky and Pris Santos, chief strategy officer, together with their team, are seasoned brand and communications marketers for a very good reason: the new Philippine Fashion Week is rebuilt for a fresh way of managing the business of style.

Audie and Joey Espino, founders of PhFW, are so keen to instill a lighthouse idea to guide the whole industry. It’s called the ‘Culture of Fashion’, which has two critical components to it – the business of selling and a business attitude. From Audie’s storehouse of experience comes this harsh certainty, ‘Fashion is business. The brand, the design, if it doesn’t sell, it doesn’t build business. We won’t hear about it. Business needs capital, but how would you eat if you don’t sell?’ The warning cuts through the fabric of both small and established brands and more so to the next generation of aspiring creators.

‘PhFW’s selection of collaborators is critical, starting with our fashion designers who are going to show in the next event. Only those who are committed to growing their business by stepping into a broader stage make the cut,’ says Nikky, who personally sees through the deliberation process.

PhFW crystallizes for its collaborators the opportunistic times for any brand or talent to seek a new stage. When it’s time to: amp your style, refresh your heritage, create relevant content, reach a much broader audience, expand your geographic footprint, be seen and heard in a new way, be experienced differently, and shine on a new platform – it IS the right time to reinvent your runway.

For collaborations, email info@philippinefashionweek.com or to know more about Philippine Fashion Week, visit its website philippinefashionwekk.com or follow its social media pages, Facebook (@philippinefashionweek) and Instagram (@phfashionweek).

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