Cover The set-up at Annex House Manila in Poblacion, Makati
The set-up at Annex House Manila in Poblacion, Makati
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The brand joined forces with Transit Records and floral artist Paraluman to kickstart their year-long “Get Ready” campaign
Two days after Valentine’s Day, Annex House Manila hosted a gathering of like-minded individuals, a community coming together to celebrate art, music, and all aspects of love. The event, aptly named ‘Not Just for Lovers’, served as a kickstart to Fred Perry’s year-long “Get Ready” campaign.
The noted British menswear brand, known for its emblematic polo shirts, collaborated with Manila-based electronic music label Transit Records and floral artist Paraluman to bring the dynamic vision to life. Their joint effort resulted in a sensory journey deep in the heart of Poblacion, a bustling hotspot known for its nightlife and underground party scene.
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Above Floral installations by Paraluman (Photo: Julianna Cabili)
Above Floral installations by Paraluman (Photo: Julianna Cabili)
Floral installations by Paraluman (Photo: Julianna Cabili)
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The venue was the right spot to launch the new campaign, which reimagines getting ready for a night out on the town. The idea that preparation should be transformed into ritual and “a celebration of the self” was the campaign launch’s concept.
Towering live floral installations dominated the space, courtesy of Paraluman. Individual flowers at the entrance allowed attendees to add a touch to the sculptures, symbolising the creation of a collective work of art.
Music curated by the electronic musicians of Transit Records filled the dance floor, including performances from Celeste Lapida, Christal, No Clip and Thirstkid B2B Trust.
More from Tatler: Everything’s coming up roses for Paraluman’s Kim Francisco
The Fred Perry brand has become synonymous with youth and underground subcultures, from dubstep musicians to skinheads. For years, wearing its famous twin-tipped polo shirt meant an act of rebellion towards conventional society and “norm-core”, resisting its original intent as an upper-class staple of British society. The past decades saw alternative cultural figures like Amy Winehouse, Thom Yorke and Freddie Mercury don its laurel wreath logo.
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About
Julianna has been interested in leading a literary life since she first read Frances Hodgson Burnett's A Little Princess at eight. Before working with Tatler, she was an archive intern at The Center for Fiction in Brooklyn, New York. She is a textbook Pisces who devotes most of her spare time to her crochet projects, watching classic films, and going through her never-ending pile of unread books. She studied creative writing, global literature and art history at Sarah Lawrence College, graduating with a Bachelor of Arts degree in 2022. Toni Morrison, Nora Ephron, Clarice Lispector and Jia Tolentino are among her all-time favourite writers.
Work
Julianna writes about fashion, beauty, sustainability, and the arts. She is always keen on conducting interviews with talented women who are changing the game in their respective fields.
For event invites and story leads, hit her up at julianna.cabili@tatlerasia.com
