Cover One of the brands chosen for the pop-up, Proudrace, sharing via social media their fashion week looks (Photo: Proudrace / Instagram)
One of the brands chosen for the pop-up, Proudrace, sharing via social media their fashion week looks (Photo: Proudrace / Instagram)
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Ortiz-Matera spearheads a collaboration between Esmeralda Serviced Department and LIT Fashion Consultancy to promote Filipino brands in the international fashion retail industry
One of the harsh truths about the fashion industry is that it’s hard to enter it. More so in countries like Japan—whose market is a tough nut to crack, according to Tetta Ortiz-Matera of LIT Fashion Consultancy, a former model and an active member of the Philippine fashion scene.
Thus, it is a welcome surprise that on June 24-30, five emerging Filipino brands from the Philippines will represent the country in an exhibition and pop-up at Esmeralda Serviced Department, Shibuya-ku, Tokyo.
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Organised by Ortiz-Matera, the pop-up will showcase a series of images photographed by one of the co-owners of Esmeralda Serviced Department, displayed in a way that will speak to its Japanese clients and showcase the brands as per their respective concepts.
Above Exhibition and Pop-up Poster (Photo: Esmeralda Serviced Department / Instagram)
Exhibition and Pop-up Poster (Photo: Esmeralda Serviced Department / Instagram)
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“I have held several pop-ups over the years and featured many Filipino brands. The response has always been amazing. When I see clients proudly wearing their made-in-the-Philippines clothes, bags, and accessories, it fills me with joy and more determination to keep pushing for our brands in Tokyo,” says Ortiz-Matera.
Above Tetta Ortiz-Matera in one of her Instagram posts (Photo: @tettaortiz / Instagram)
Tetta Ortiz-Matera in one of her Instagram posts (Photo: @tettaortiz / Instagram)
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“With Esmeralda Serviced Department, I do not doubt that their clients will respond just the same. I hope this will be just the first of many collaborations with them and other multi-brand stores,” she adds.
Meet the 5 brands
The organiser said that she presented around 10 Filipino brands for consideration to Esmeralda Serviced Department. Out of the choices, five were selected that they believe will appeal to their clientele.
Assembling on June 24-30—the cream of the crop—are Ancán, Bagasáo, J Makitalo, Kelvin Morales, and Proudrace.
“I keep myself abreast of the goings-on in the Philippine fashion industry, make myself familiar with as many young designers and upcoming brands, reach out to them personally, and look for opportunities to work with them here in Tokyo,” explains Ortiz-Matera. “Based on their work ethic, brand vision, and design aesthetic, I select those that I feel may have a market here in Japan.”
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According to Esmeralda Serviced Department, the five brands were chosen because of their artistry and unique approach towards fashion.
“With the amount of fashion design talent we have in the Philippines, it is frustrating that we don’t have more exposure to the international fashion retail industry,” says Ortiz-Matera. “And I am talking not just about Japan but other markets like Europe, too.”
Thus, with the pop-up, Ortiz-Matera hopes for Philippine fashion’s brighter future ahead. “I will work tirelessly to promote Filipino brands not just in Japan but overseas,” she says with conviction.
She just finished a project in partnership with the Embassy of the Philippines in Tokyo for the 125th Philippine Independence Day celebration, where they featured a Terno exhibition, offered lectures by Len Cabili on traditional Philippine weaving, and had a live demonstration of hand-weaving by a Tausug weaver. “The Ternos, created by some of our top designers, were made of traditional handwoven fabrics. The response from the guests at the Reception and during the lectures was very positive.”
Now, she is working on a project that will elevate the status of the industry, particularly in Europe. “Hopefully, I find a ‘patron’ or funding to make it a reality.”
The exhibition and pop-up will be available for viewing on June 24-30, and items can be purchased on the website. For more information, visit @esmeraldaserviceddepartment on Instagram.
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Angela Nicole Regis Guiral is a digital editor at Tatler Philippines. She studied journalism and has since written features that look closely at how culture, lifestyle and social impact converge, while occasionally wandering into the worlds of style and travel.
