FOR richer and for better, Philippine fashion forges on. As the most prominent female wedding designer in the land, Veluz doesn’t let the pandemic deter her brides from getting their happily-ever-after.
“The wedding and events industry has been badly hit by the pandemic. Thank goodness, no one has canceled on us. They all just moved to a later date. Some opted to have two dresses—a simple gown for an intimate wedding and their original gown for their post-pandemic event,” said Veluz, an avid fan of Alexander McQueen, Oscar de la Renta, Ramon Valera, Joe Salazar and Inno Sotto. And, yes, she goes by one name only. Like Cher and Madonna.
Pre-pandemic, practically all of the “Veluzbrides” were into heavily embellished dresses. Now, the brides are leaning toward simpler silhouettes and less embellishments. The RTW dresses are getting more popular, too, so Veluz is working on new designs that she feels will be more appropriate for the times.
“A few days before the quarantine was implemented, I actually asked my team to all go home to their respective families. Their health and their safety were my primary concern. It was so difficult because their work is their source of livelihood so we had to find ways to provide financial assistance, too,” Veluz said.
When the country went into GCQ, some brides wanted to have dresses made for their simpler events, while others are pushing through with their weddings to the last quarter of this year to early 2021. “So we needed to get back to work, too. Safety precautions are being implemented now. We are still not at full capacity given the limited work but we’re inching our way to providing work for everyone,” she shared.
Veluz is grateful that she didn’t have to take drastic measures to keep her business afloat: “Fortunately, we had some overseas weddings that were not canceled or postponed so we didn’t see the need to shift our business practices. We also have our Heirloom by Veluz line, and we’re getting enough orders to support our limited work force. We also made major adjustments on our operations to lower our cost.”
What excites her during this gloomy time is her new labor of love, Io Sono (www.iosono.ph), which means “I am” in Italian. It’s a seductive line of intimate apparel that even Claudia Cardinale, Sophia Loren and Monica Bellucci will approve of.
“Saying ‘I am’ is declaring one’s true self. Acknowledging and claiming ownership of who we really are. Perfect for intimates, it is the us that no one else sees, because what matters most is who we are inside,” she said.
It’s the absence of a local luxe intimate apparel line, like La Senza or La Perla, that motivated her to develop Io Sono. Homegrown brands like SoEn or Sogo have been in the market for decades, she stressed, but these brands are geared for everyday wear. They are made of comfortable knits, not luxurious satin and lace.
“This absence is even more apparent in special events. Practically all my brides and everyone I know wear imported brands for those occasions,” she shared. “They’ve become defaults, too, for those who are particular with panty lines and bra creases.”
Veluz had been working on Io Sono for almost a year before the Covid-19 pandemic started. She conceptualized the line with three of her close friends, who are all Clothing Technology graduates: Anna Regala-Abadesco, a retailing expert who noted the absence of a locally-made luxury line; Zhet Zerda-Guzman, who has a 15-year history handling high and middle-ranged intimates; and Nicole Panganiban, an e-commerce expert.
“We worked closely together when I was working on the designs, from the materials to the patterns, accessories, workmanship and fit. We were planning to launch this last April but then the pandemic happened. We decided to launch at a later date because we felt it was time,” Veluz explained. “Aside from assuring continuity of work for our team, in our own small way we want to spread some happiness. Beautiful and well-fitted intimates can make every woman feel good. We all need that extra dose of happiness today, right?”
Since the Philippines doesn’t have a textile industry that manufactures microfibers or those with elasthans, rayon blends, satin and stretched lace, Veluz sourced materials overseas, including the accessories. But even if the materials are sourced abroad, Veluz assured that everything is cut, assembled and packed here. They are also developing some designs that will have embroidery and beading, all handled by her well-trained team.
****
Photos: Jonathan Roco de Guzman for TanMan Photo
Model: Erika Tang of Mercator Artist and Model Management Inc.
Hair and Makeup: Madge Lejano Manila
Jewelry: Atelier 818
Location: Manila Marriott Hotel