Male attraction

By C. Mendez Legaspi

BOYET FAJARDO is one of the designers who pioneered the outsourcing of the manufacture of his clothes, when almost two decades ago he single-handedly revitalized the market that catered to plus-size women. Back then, they were cruelly thought of as the matronas, señoras and doñas, and therefore not a significant factor in the fashion mill that worshiped the skinny and the slender.

Fajardo had foresight and thought differently. He designed clothes that flattered the plump figure and had them made in China, Hong Kong and Cambodia. “I was able to capture the fancy of these women! They also want to feel sexy and look flirtatious,” he says.

What Fajardo ventured into was a big gamble, both personally and for the consumer market. At that time, clothes for big women were relegated to the back-ends of a department store.

Currently, plus-size fashion is front and center largely due to Fajardo’s efforts. His Substance label is found at SM department stores; Boyet Fajardo is at The Landmark Makati, where it all started; and Boyet Fajardo and Initials are at Robinsons department stores.

Having made giant leaps for huge women, Fajardo wants to focus on the men this time. Though not as marginalized as the ladies who munch,men don’t have as many choices when it comes to clothing.

His Boyet Fajardo for Men, also at leading department stores, is on expansion mode. From business suits, jackets, blazers and pants, he is introducing his affordable barong Tagalog.

“This is the first time that I will be doing my clothes locally,” the mild-mannered designer says. “The materials for the barong Tagalog are indigenous, such as jusi, piña and banana fiber from Iloilo. The weaving and embroidery are done in Quezon Province.” Under Boyet Fajardo’s design expertise, the barong Tagalog is never boring. The traditional wear is made more fashionably appealing with handiwork from Lucban, handpainting details, handmade prints and embroidered accents.

“These clothes are carefully tailored to fit and suit every man’s taste in fashion, be he traditional or fashion-forward,” says Fajardo.

The Boyet Fajardo for Men collection is available at Robinsons Place Manila and Galleria, Festival Mall and The Landmark TriNoma.

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Male attraction

BOYET FAJARDO is one of the designers who pioneered the outsourcing of the manufacture of his clothes, when almost two decades ago he single-handedly revitalized the market that catered to plus-size women. Back then, they were cruelly thought of as the matronas, señoras and doñas, and therefore not a significant factor in the fashion mill that worshiped the skinny and the slender.

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