The Philippines eases its lockdown laws after several weeks of enhanced community quarantine (ECQ) to a general community quarantine (GCQ) beginning June 1. However, after weeks of operational halt, a number of industries were greatly affected by the effects of the global pandemic.
One of these is industries is fashion – an industry that provides work for a great number or Filipinos had to resort to laying-off workers and has ceased providing business for their loyal suppliers. This, however, did not deter the Filipino designers such as Rajo Laurel, Puey Quinones and Edwin Uy among many others have continued to create masks and protective gear for front liners and regular people.
image c/o Rappler
Just recently, one of the Philippine’s top fashion directors, Jackie Aquino who heads JCA Productions with the support of Philippine Daily Inquirer Lifestyle Editor, Thelma San Juan, PR Specialist Annie Ringor, Marketing Guru Pen Roque, the CEO of Protacio Hospital Marco Protacio and renowed fashion designer Randy Ortiz, created the video “New Normal.. Fashion for Healing.” Envisioned to impart the information that the purveyors of fashion all raring to contribute to recover from the Philippine’s economic slump.
Some would say that it is the beginnings of a nationwide campaign. “It is not yet a campaign but I am hopeful it becomes one organically. Communities in FB became a staple during the quarantine with food being at the forefront. We just realized that fashion, like all other industries, have been hit hard. After so much thought from my weekly messenger or zoom calls with my dear friends, we saw the need to rally the fashion industry so the video 'New Normal... Fashion for Healing' was born with the main message Save/Buy Filipino,” Jackie explains.
The product was an 8-minute video depicting the solidarity of the fashion industry with music entitled “Dalagang Filipina,” composed and performed by Louie Ocampo. Participated in by 29 of the most talented and sought-after Filipino designers (including TPK 2021 feature designer, Albert Andrada) who have featured some of their masterful creations in support of Jackie and his team’s vision. The video leads people to the FB site “Buy Filipino” – the brainchild of Designer Vic Barba and Master Sylist Jing Monis.
Along with other designers like JC Buendia, Rhett Eala, Randy Ortiz, Tonichi Nocom, Stylist Henri Calayag, Celebrity Manager Rey Lañada and Marco Protacio, they began the FB Group. “The idea is for all of us to support local made products or just all products available in the Philippines. It is our own little way of helping revive the fashion industry and in turn contribute to the Philippine economy,” explains Jackie.
As the world adjusts to this “new normal,” the Philippine fashion industry approaches it with hope that this too shall pass.”I hope that it really goes back to the REAL NORMAL. All members of the fashion community will need a platform where they can how their craft and runway shows might be different by then and as they say change is the only constant thing in life,” Jackie concludes.
*** As of writing time, Jackie Aquino informs me that there are plans to do a part 2 of the video so keep on watching this page for more info.