In over 50 years of creative work, the "Fashion Czar of Asia" Pitoy Moreno has helped shape Philippine fashion
This feature story was originally titled as The Man with a Golden Touch, and was published in the April 2009 issue of Tatler Philippines. Pitoy Moreno passed away last 15 January 2018.
Pitoy Moreno wanted to enter the University of the Philippines Law School but enrolment had closed. Only the Fine Arts department was open so he enrolled, thinking he would stay only for the semester. But he ended up enjoying it. He had a group of friends who included Araceli Dans, Corito Araneta, Celia Diaz, Doy Laurel, Gerry Roxas, Josie Trinidad, Lenny Vergara, and teachers Amorsolo, Tolentino, the sculptor Abueva and the artist Miranda, who were sources of inspiration. As a member of the Upsilon fraternity, he had as friends the former President Ferdinand Marcos and Ninoy Aquino and other famous people.
“I was just playing around when I started,” he says. Before the war, he recalls having two brothers as neighbours. After doing household chores assigned to him, such as cleaning the living room and supervising the household help, he would run next door and watch the boys pattern and sew. One of them would later become a policeman; the other continued sewing.
EARLY EXPOSURE
His sister Virgie recalls that during the Japanese Occupation, the women were forbidden to go out of the house. Only Moreno was allowed to go out with the houseboy to market and run errands. Part of the boys’ chores was to bring material, like pillowcases and curtains, to a neighbour whose mother embroidered and daughter sewed. Their mother, Felicidad, would also send her long silk dresses and beautiful ternos (Philippine formal gowns) and have these recycled into short dresses for Virgie and her younger sister Milagros.
As the courier, Moreno had to pass on instructions on what was to be done with the clothes or fabric he was carrying for his mother. Virgie says their father Jose was a captain of a ship, which travelled to other countries, thus her mother’s supply of fine clothing material.
Moreno learnt sewing, draping, and designing. He learnt to make the panuelo (scarf) from his mother who, like other women, designed their own ensembles and directed modistas (dressmakers) to do them. He bought material and designed dresses first for his mother, who was a very well-dressed woman.