As a student, a young Isabella Fernandez would head straight to Rustan’s department store after school. Her grandmother, the late Criselda Lontok, had established a clothing line and operated her office there. Little did Isabella know that these seemingly innocent visits would eventually lead her to take on the reins of another department within Rustan’s.
Small steps
After graduating with a degree in Management Economics, Isabella ventured into creating a local swimwear line and worked with a global sports eyewear company. At one point, her grandmother even asked her to join her business. She felt the need to broaden her horizons on a global scale. It was then that she decided to take a bold step—applying to and getting accepted at École supérieure des arts et techniques de la mode (ESMOD), a prestigious fashion school in France. “I gained valuable insights into tailoring, which was exactly what I wanted and needed to understand apparel,” she says.
Before returning to the Philippines, Isabella had already been assured of a job by the late Zenaida Tantoco, then head of Rustan Commercial Corporation. When Zenaida’s son, Anton Huang, took over, Isabella was offered a new position. “Why don’t we explore children’s wear?” he suggested.
She officially joined Rustan’s as the head designer of Rustanette and Rustan Jr. last June and immediately began work on the holiday collection. Keeping the tropical climate in mind, Isabella made sure that each piece was designed to be both stylish and practical for the Philippines' weather. So she came up with three sub-categories for this holiday collection.
Holiday in the tropics
“Christmas for me is more like attending garden parties with my extended family,” Isabella muses, describing the way this merry season is celebrated in the Philippines. “Sometimes, we go out of town or to the beach. This laid-back holiday vibe became the inspiration for the collection. Of course, there’s always a selection of reds and greens, but I also wanted to use fabrics that were lighter and more comfortable, especially for the kids.”
The daughters will look lovely in luxurious jacquard fabric in soft pastel hues, accentuated with satin details and playful appliqués. The collection features an A-line silhouette, the embroidered bodice with tulle underskirt, and an asymmetrical bubble hem and satin sash—all designed to suit any occasion, including family photoshoots.
For the boys, Rustan Jr. offers a selection of traditional button-up shirts—from long sleeves and short sleeves in breathable cotton chambray to a denim-inspired jacket with metal snap buttons. Tailored boy shorts come with an adjustable gartered waist.
Elevated basics
Isabella also made it a point to engage with the department's frontliners, asking them about what kids typically wear when they visit Rustan’s with their families. “I want the kids to be able to choose their own clothes,” she says. “This insight guided me in designing elevated basics—pieces that can be reimagined in different colors and across various seasons."
A sleeveless top with pilgrim collar and pleated bib detail is an adorable top for girls. They also carry wide leg pants that the daughters will enjoy wearing every day, allowing them to move freely without restriction.
Mandarin-collared shirts offer a refreshing take on the classic button-down polo, while the relaxed wide legged pants, complete with front and back pockets, are designed to keep boys comfortable and hands-free as they learn, play, and explore.
Isabella’s premier collections for Rustanette and Rustan’s Jr. showcased that each piece transcends trends, providing top quality and keeping the discerning clientele in mind—children who play, explore, and grow, all while looking effortlessly stylish and picture-ready for any occasion.