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Redefining PH fashion: How Lazada’s LazLook is changing the local style scene

By Ysabel S. Vitangcol Published Mar 14, 2023 9:00 am

In celebration of its 11th Birthday, e-commerce giant Lazada threw a celebration last March 2 in Market! Market! that paid homage to the local style scene through a Shoppable Runway fashion show, a glimpse of the 20-foot tall LazLook mannequin and a LazLook media roundtable with Kapuso star Bea Alonzo and well-known fashion industry experts, which included executive creative director and seasoned fashion stylist Pam Quiñones, fashion editor Yanna Lopez, and Lazada sellers Pia Ugarte of Viajecito, and Evan Maderazo of Sundals.

The event was hosted by Alden Richards, Jerome Sang and Daiana Mendez, and was streamed on LazLive, as well as Lazada’s official TikTok and Facebook pages.

The Shoppable Runway granted eventgoers a glimpse of a wide range of trendy clothes and accessories that they could easily add to cart. From streetwear, athleisure, cottage core, or Y2K styles, shoppers had a lot to choose from Lazada's sale.

Of course, the event wouldn’t be complete without a mini styling segment that allowed Lopez and fashion director Loris Peña to shine through a “fashion challenge.” Putting together a Gen-Z, K-Pop inspired ensemble, Lopez took cues from popular K-pop groups, and came up with what is known as a “cool girl look.”

Suit Yourself

The LazLook media roundtable, moderated by television and events host and digital content creator Nicole Andersson, focused on how each guest’s love for local and personal style helps them thrive in the fashion industry.

Maderazo said her style has always been laid-back and casual. “You just have to love what you’re wearing, and you have to be confident in it. It doesn’t really matter what year you’re wearing or what trend you’re wearing, but it’s really like how you express yourself.”

“I have always been a fan of shimmer,” said Lopez, who was donning a glittery dress, blazer, and open-toed heels during the event. “Figuring out my personal style has been a lot about accepting that maybe what I like is not what everyone likes.”

According to Ugarte, her personal style has evolved based on life experiences—such as going to college, entering the workforce, becoming a mother, and starting her own business. “I feel my style has really evolved together with my life experiences, and I think all of you can sort of say the same thing,” Ugarte said.

The founder of Viajecito, a contemporary bag and accessories line, Ugarte’s brainchild was an idea that was born out of a road trip to the beach in 2016, where she noticed a bag her mother-in-law got from Spain made of a rubber body and a rope handle. She was struck by its unique style and thus began her idea to bring the concept to the Philippines.

“There is so much love for local, and really kind of identifying your (personal) brand within the local space,” Quiñones gushes.

From her humble days as a fashion stylist to eventually a fashion director of one of the leading magazines in the country and an executive creative director of fashion styling studio Qurator, Quiñones has been through different seasons in life and style.

Taking heavy inspiration from the wardrobe looks of Sex and the City, Quiñones sought her personal style through experimentation, heavily drawing towards layering. But somewhere along that journey is a realization of the versatility of working with pieces from both men’s and women’s wardrobes.

“I eventually realized the tension between feminine and masculine [clothing]. When you kind of strike a good balance between the two of them, it becomes timeless,” she shared.

Power Up

Fresh out of the local adaptation of Korean-series “Start-Up”, actress Bea Alonzo donned Viva Magenta-coloured coordinates for the Epic 11th Birthday Celebration, exuding the #girlboss character of Danica Sison from the show.

Bea Alonzo is joined by Lazada Chief Exceutive Officer Carlos Barrera and Chief Marketing Officer Marcus Chew during the brand's 11th birthday celebration.

‘Yung personal life ko also affects the characters I do; it affects my job as well. That is what is authentic to me. Nakita rin ng public how my body changed through the years, so feeling ko it also affects my sense of style,” she shared.

The seasoned actress celebrates being more comfortable in her own skin and body, thus embracing her current style as androgynous.

“I feel like I am lenient towards wearing power suits like today, I am more confident, and I have always felt like fashion is about expressing yourself.”

Slaying Women’s Month

During the roundtable discussion, the guests were also asked about the women who inspire them.

Growing up from the humble town of Cotabato City in southern Mindanao, Quiñones’ life revolved around school and family, so it’s no surprise she sees her mother as life’s biggest inspiration.

A piece of advice from her mother that she always followed was the importance of family time. Being with her kin makes her feel “safe and protected,” a “priceless feeling” that she likes cherishing.

“My mom is very important to me. I travel so much; I get to be so far away from my family all the time. She always tells me about coming home, to have time for family. The older I get, the more I see the value of that,” she said.

This Women’s Month, happy shoppers and sellers can #SlayWithLazLook and be inspired by the wide range of styles to choose from, deals for as low as P99, and up to 80% off at LazLook, Lazada’s trendy and affordable destination for fashion.

“As we celebrate our women employees, customers and sellers at Lazada this women’s month, we are empowered to mount such iconic executions like the LazLook Mannequins, creating enriching experiences and pushing innovation that seamlessly merge shopping with entertainment and social,” said Kitty Calderon, Lazada Philippines Head of Marketing.

Shop your favourite styles and looks, and stay updated on all the programs and special promos of #LazadaPH by following them on Facebook and Instagram

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Editor’s Note: BrandedUp is designed to provide you with insightful, inspiring and educational content created by PhilSTAR L!fe in collaboration with brands like Lazada.