Cover Yoya Gueco-Verdier talks about her design ethos and shares how she champions form and function in her clothing (Photo: Courtesy of YOYA)
Yoya Gueco-Verdier talks about her design ethos and shares how she champions form and function in her clothing (Photo: Courtesy of YOYA)
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Yoya Gueco-Verdier, the creative behind the eponymous YOYA, designs clothing that balances beauty and function
For Yoya Gueco-Verdier, design should always be about intention. It’s about crafting experiences—a rule of thumb that does not only have to apply to creating clothing. The designer and newly minted store owner relishes in the space between opposites, using tension to fuel her creative drive. “I always try to play in the middle of two extremes,” she says. “That’s where I find the most inspiration.”
Gueco-Verdier’s fascination with clothing began at an early age. “My love for clothes started when I was four years old. Playing pretend would mean emptying my closet and packing outfits for a make-believe trip,” she reminisces. As a child, she spent time as an apprentice in her grandfather’s tailoring shop, honing her appreciation for fabrics and design.
It is this foundation, combined with a business degree, which set the stage for a flourishing career. A position at Rajo Laurel’s House of Laurel allowed her to develop her design philosophy under the mentorship of a seasoned creator.
See also: At BYS Fashion Week, Rajo Laurel invents a new language for menswear
Above Yoya Gueco-Verdier first honed her skills as a designer at her grandfather's tailoring shop (Photo: Courtesy of YOYA)
Yoya Gueco-Verdier first honed her skills as a designer at her grandfather's tailoring shop (Photo: Courtesy of YOYA)
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While working closely with Laurel, Gueco-Verdier complemented her experience with short courses in pattern making and tailoring at London’s Central Saint Martins. Later, after five years in Manila, she moved her family to Canada, where she spent time as a personal shopper for Burberry. It was there where she noticed how people dressed for function rather than mere appearance, an aspect that would manifest in her original design ethos. Upon relocating back to Manila, she sought to integrate a practical aspect to the otherwise “dressy” fashion culture in the Philippines.
Her work is a study in contrasts. Her designs strike a zen-like balance between the utilitarian and the feminine. Harsh angles and sturdy compositions merge with soft fabrics. A structured jacket might feature an unexpected flourish, or a pair of denim jeans might feature a pop of colour in its seams. An airy sun dress might feature industrial-inspired hardware, while conventional lacing is replaced with a utility drawstring cord. They challenge the notion that everyday clothing has to be prescribed to the mundane.
More from Tatler: Andrea Tetangco makes a statement with her first ready-to-wear collection
This aesthetic is unmistakably her own: functional, but always with an edge of surprise. It is this ‘unexpectedness’ where her work transforms from simply pragmatic to complex and emotional, drawing in customers who appreciate pieces that surprise and delight.
She established YOYA, her eponymous label, to create thoughtful clothing for the empowered woman—pieces that balance beauty with form and function. Her exploration in the interplay of contrasts challenges notions of what certain materials and shapes should convey.
The results speak for themselves. At YOYA, garments teeter the balance between unconventional and timeless. Flipping expectations might be what she does best.
Above The interior of YOYA's Shangri-La Plaza location (Photo: Courtesy of YOYA)
The interior of YOYA's Shangri-La Plaza location (Photo: Courtesy of YOYA)
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Adding details fuels this creative excitement in the designer, a feeling she describes as a “dopamine rush.” She says, “There is fun in function. That is the priority in design, but you are also able to add [embellishment] as you need. A zipper is functional, but it can also add to the aesthetic value of a garment.” A trademark utility buckle became one of her most recognised details, frequently incorporated into her products.
Her newest YOYA boutique, which opened on November 11 in Shangri-La Plaza, mirrors her aesthetic—an extension of her philosophy. Foldable, lantern-like walls mimic the pleats on her garments. Light fixtures, plants, and soft lighting create an inviting atmosphere. Here, customers are able to notice the small yet impactful details that flourish in her clothes. She embraces the opportunity to connect further with her audience, with the space representing a new chapter in her career.
As she continues to create clothes that surprise and delight, Gueco-Verdier is determined to keep her customers guessing—in the best way possible.
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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
