I have always been fascinated by the world of fashion, although I admit, writing about it has never been my forte.

One of my mentors in journalism once told me, "Why not try writing about fashion? It's interesting, you know. It's more nuanced, more complicated, more subtle, more in-depth than you think."

At the time, I did not quite believe him.

My beats in lifestyle journalism have always been travel, food, and the arts. Never fashion. On the few occasions I was assigned a fashion story by former editors, I approached it somewhat begrudgingly and wrote about it in a perfunctory manner.

Now that I am at a different stage in my career, seasoned enough to have covered everything from embassy receptions and restaurant openings to hotel launches and art exhibitions, I often find myself remembering those words.

Why not fashion?

A recent visit to Flat Planet Workspace in Makati City provided an opportunity to revisit that question.

The occasion was “The World of St. James,” a private gathering organized by The Fortunate Son to introduce guests to the philosophy behind St. James, a Scandinavian made-to-measure menswear brand founded in Oslo by AJ Dee. The event served as an introduction to a particular approach to dressing and living.

At first glance, it would be easy to dismiss an event like this as simply another menswear presentation. But as conversations ensued throughout the evening, I realized that the gathering was about more than jackets, lapels, and tailoring.

Central to the event was the unveiling of the new St. James appointment space, a curated environment where clients can learn about the brand's approach to made-to-measure clothing and Scandinavian design principles. The new space is located in the selfsame building where the event was launched, the Republic Glass Building in Legaspi Village, Makati. The setting encouraged conversation and discovery rather than hurried transactions.

The "World of St. James" was also designed to present a broader view of modern gentlemanly living. Through the various brand partners of The Fortunate Son, guests were introduced to ideas surrounding dressing, movement, hospitality, ritual, and considered living.

The evening unfolded through discussions, curated experiences, and interactions among individuals who shared an appreciation for craftsmanship, heritage, and culture.

That was the most interesting takeaway.

Fashion, particularly menswear, is often misunderstood as being primarily concerned with appearance. Yet the more one listens to the people behind these brands, the more one realizes that clothing often serves as an entry point to larger conversations about identity, values, and personal expression.

In the case of St. James, those ideas are rooted in its Scandinavian origins.

The brand describes itself as "The Orient's Midnight Sun," drawing inspiration from the long twilight hours of the Nordic region, where daylight stretches late into the evening. That concept is translated into clothing intended for Southeast Asia's warm climate and active social life.

While designed for tropical conditions, the aesthetic remains distinctly Scandinavian. Clean lines, restrained forms, and a cool visual palette define the brand's approach. According to the company, these elements provide a sense of balance within the warmth and energy of Southeast Asia.

One example is the St. James House Cut, the brand's signature made-to-measure suit silhouette. Its lapel design references Scandinavian forms, drawing inspiration from the curves of Viking ships as well as the contours of fjords and valleys. The result is a contemporary interpretation intended to suit both modern tastes and the practical realities of mobility in Southeast Asia.

The event also provided an introduction to The Fortunate Son, the organization behind the gathering.

Positioned as a curated subscription service for the modern gentleman, The Fortunate Son assembles personalized collections of apparel, objects, and lifestyle products based on an individual's interests and preferences. Through an onboarding process and guided survey, subscribers receive selections tailored to their profiles, drawing from both local and international brands.

As the evening progressed, I found myself thinking about my mentor's observation years ago.

Fashion is not merely about what people wear. At its best, it intersects with design, culture, history, craftsmanship, and even the rituals that shape daily life. The conversations taking place at “The World of St. James” reflected those intersections—or interdisciplinarity, if you will.

For someone whose professional interests have largely revolved around food, travel, and the arts, the experience served as a reminder that fashion belongs in the same cultural conversation. Like architecture, cuisine, or painting, it tells stories about who we are, where we come from, and how we choose to present ourselves to the world.