Stanley Marcus, one of retail’s biggest proponents, said in his book Quest for the Best: “Reputations, like plaster walls, require constant maintenance.”
He further wrote, “Good taste, like education, simply opens up new opportunities for the enjoyment of life.”
SM Department Store seems to be taking this mantra seriously. In its earlier years of operation, shopping at its numerous locations was like a set of customary, ordinary procedures. It was like going through the motions of picking only the essential things needed. Nothing special or fancy.
But as the store began to actively participate in Philippine Fashion Week (PFW), it has revamped its stodgy image to one that is earnestly concerned with the frenetic dynamics of fashion and styling. It has come forth with an aesthetic proposition that has overhauled its reputation as a place for “safe” and “traditional” choices in clothing and accessories.
In recent fashion seasons, SM has shown that the store is on the purchasing radar of the fashion-savvy, the style risk-takers and the discriminating shopper. No longer bland or boring, the fashionable options at the biggest department store chain in the country have grown exponentially.
“SM has versatile clothes that you can easily mix and match,” says long-time SM in-house designer Anthony Nocom, who also headed the team for the SM Woman presentation at the just-concluded PFW. “SM aims to be a fashion destination.”
Under the crisp, uncluttered direction of Ariel Lozada, the SM show opened with Parisian, its line of shoes and bags. Awashed in mood lights, models in skin-hugging ensembles and fascinators brandished Parisian’s collections: Muted Neutrals, Plain Brights and Printed Brights.
The neutrals took its cue from the nude tones of sand, dunes and pebbles with names like Nari, Nicole, Nuala and Noelle. The plain designs came in eye-popping solid colors with varieties like Guia, Geri and Gayle. The printed section offered eye-catching patterns in florals and stripes.
Then the men came marching in. Led by the sizzling Japanese-Brazilian Hideo Muraoka as the ultimate SM Man, they came in slates, khakis, beiges and tans wearing lightweight coats, tailored shirts, cargoes and tight pants. Bags and belts were in similarly neutral tones. Brands on display were Main Street, Uberto Duranti, Baleno, Markus, Undefeated and Tru Denim, among others.
The Boys’ Teens Collection included SM Basics, Pride, Dickie’s, Men’s Club, Cambio, No Fear and I/M. The boys transformed into playful preppies and college jocks in padded jackets, plaid polos, striped tees, shirts with iconic characters, and busy prints.
For summer all through the holidays, SM proposed an explosion of colors, be they in shirts, pants or suits. In its Color Theory collection, the dapper becomes daring in his fashion decisions. Knit shirts and cardigans by Main Street, slacks by Michel Andre and jackets by Onesimus gave off great energy and youthful vibrance.
Danica Magpantay, newly minted Ford Supermodel of the World, came sashaying as the SM Woman. She was followed by a parade of women in whites and tans wearing tunics, button-down tube dresses and baby dolls.
Coco Cabana sarongs and swimsuits, Gigi Amore intimates and sun-kissed ensembles came rushing in. Most are clothes that can be worn all year-round to our countless beaches and resorts, but can be as breezily appropriate for cocktails and soirees. To close the show, models strutted out in color-blocked loose tops and maxi skirts with Magpantay separating from the pack in an all-black voluminous ensemble.
With a high-energy presentation banking on its newfound focus on fashion, SM Department Store just asserted its presence as a power player in the style scene. As it opens more malls across the archipelago, it will further develop itself as a brand that combines approachable luxury with a broader appeal.
