Mark your calendars!

Because of the pandemic, 2020 has been the year of virtual runways here in the Philippines and in other fashion capitals of the world. With digital showcases and conceptual featurettes, taking the runways from IRL to URL has not only kept the industry tradition alive, it also diversified the shows by allowing everyone to have a front row view of the style spectacle.

Continuing just that is Panasonic Manila Fashion Festival (PMFF) as it makes its comeback after a year of silence. For its 12th season, PMFF brings the best local fashion with a series of virtual shows under the theme “A Fashion Reboot.”

“This season’s theme ‘A Fashion Reboot’ has many meanings,” AC Design Yard’s JM Ching tells Manila Bulletin Lifestyle. “First is that despite the pandemic, PMFF must step forward in continuing its mission to be a platform for outstanding creative talents in the fashion industry. Although we had to pause for a while, PMFF is ready for a reset. The reboot that we have decided this season is for the betterment of everyone in the industry. Second, PMFF is now being taken over by GO Lifestyle Group as the new organizer starting this season. AC Design Yard together with JCA Productions are appointed as the production companies to make sure PMFF achieves its goals and visions for the industry.”

For this year's celebration, PMFF puts the spotlight on 24 outstanding designers as they showcase their collections. Designers coming from Manila, Cebu, Davao and a new batch from Cagayan De Oro are all set to deliver style diversity and innovation that will be streaming on May 31 to June 4, 2021.

Apart from being all digital, fans of fashion festivity will also witness a capsule collection and an exhibition in partnership with Stylem and Yoshioka &. Co., Japan’s leading textile company and the latter, trims and accessories supplier.

"The collaboration collection of PMFF designers and Stylem will also be exhibited in Ayala Mall Greenbelt this June 2021," JM says. "It will also be displayed in several countries in Asia such as Hong Kong and Japan."

Putting up online showcases is not new to runway show director Jackie Aquino. But for an event of this size, it sure did bring some hurdles in order to ensure that health and safety precautions are observed. “We are doing the runway shoots in Okada Manila, and, of course, the main task we have at hand is keeping all the safety protocols in place to ensure a smooth production,” Jackie says. “We are so grateful that Okada Manila has strict safety protocols that are already in place and proven to be effective and all we need to do is follow their lead.”

The five-day fashion event will present the works of Avel Bacudio, Camlu x Creative Definitions, Dodjie Batu, Mark Yaranon, Melvin Lachica, Win del Mira on May 31. Ann Semblante, Bamba Limon, Dino Lloren, Edgar Buyan, Joshua Guibone, and Ziggy Savella will headline its June 1 showcase. On June 2, the designers converged for the PMFF x Stylem Collection. Following it on June 3 are collections by Bessie Besana, Chris Diaz, Dexter Alazas, Emir Yamamoto, Marc Rancy, and Renan Pacson. Capping the event are designers Alodia Cecilia, Benjie Panizales, Gil Macaibay, Mavy Ladlad, and Steph Tan on June 4.

“As we reboot PMFF, we present fashion innovators from all over the country to encourage us to stay motivated and connect with one another, no matter the distance apart,” Jackie muses. “On a personal note, I have always believed that fashion is essential. If given the proper platform and programs by both the private and government sectors, the industry can be a partner in the roadmap for the growth and recovery of the economy that begins at the grass roots level and does a vertical climb to the national landscape where all fashion industry practitioners benefit.”

PMFF will be streaming the designer’s collections on its new platform mff-official.com. Click here to know more about the virtual runway shows.