The Valera Redux
Design genius Ramon Valera, the first National Artist for Fashion, is celebrated in a 24-piece ready to wear collection by Freeway, a local brand that offers clothing and accessories that follow current international trends at reasonable price points. Valera’s signature creative cut, grand silhouette, unusual colorization, and opulent but tasteful embellishment are reinterpreted and given renewed relevance in the company’s Valera, National Artist Collection-- the fourth installment of Freeway’s successful National Artist Collectors Series.
At the launch last October 12, 2010 an intimate crowd of fashionistas, and culturati gathered at The Row, Glorietta 5. Hosted by perennially charming Tessa Prieto-Valdez the exclusive guest list included advocate of the Arts, Madame Imelda Romualdrez-Marcos, resource speakers Peching Zulueta-Gomez (Valera’s niece), fashion designer Aureo Alonzo and National Museum of the Philippine’s curator Nick Legazpi, Jr. They all shared anecdotes that gave the audience a glimpse of the life of the National Artist.
A fashion show followed showcasing woven dresses, tunics, blouses and sublimation graphic tees. Interpretations of Valera’s legendary creations were executed in a variety of methods, such as simplified beadwork, modern silhouettes, printed images of his sketches, and digital images of his embellishment on graphic tees.
After the show, your jotter headed to the ground floor lobby for the exclusive one-night only viewing of Valera gowns owned by Elvira Manahan, Margarita Romualdez, Susie Bayot Ortigas, Adelaida Mendoza, Maritess Pineda, Evelyn Teehankee, Fe Leyson Qua and Caridad Velez Leyson.
Valera is inspirational and Freeway’s redux of his artistry is testament that good taste, never goes out of style.