Japan, a fashion Mecca of Asia, graciously welcomed a new generation of Filipino designers to take center stage.

The Hankyu Umeda in the City of Osaka, the flagship store of the renowned Hankyu department store chain and the oldest one in the world connected to a railway station, recently played host to a number of emerging Philippine designer and luxury brands during the week-long TAYO Fashion Week 2024.

Held at its 10th floor, the Umeda Souq routinely gathers artisans, designers and independent labels for collaborations — and this time, the Filipino contingent was tapped and prominently displayed their wares.

The event spotlighted such desired items from Feanne, Ken Samudio, J Mäkitalo, the up-and-coming designer label REPAMANA, and the Osaka-based rework brand SABOTTEN.

“We were thrilled to partner with Hankyu Department Store’s Hankyu Souq for this special pop-up,” said the organizers.

“This event not only celebrates Filipino innovation in a premier establishment such as Hankyu, but also cultivates the friendship between the Filipino and Japanese fashion communities.”

The affair likewise launched the TAYO Young Designer Showcase Program, which aimed to introduce fledgling Filipino fashionistas to the Japanese market. This year’s recipient was REPAMANA.

“We believe in nurturing the next generation of Filipino designers and providing them with the platforms they need to succeed in the competitive fashion industry,” shared organizer and artist Pamela Madlangbayan, a De La Salle-College of Saint Benilde alumna and presently an educator at the Osaka Bunka Institute of Fashion.

Let us hear from the participating Filipino designers and their experiences during the TAYO Fashion Week 2024:

Pamela Madlangbayan SABOTTEN

How was the experience being a part of the TAYO Fashion Week?

I have participated in several pop-ups with independent Japanese brands throughout Osaka. It assisted me on how to interact with customers and even perhaps open a store, as I prepared to take on the leadership role for TAYO Fashion Week 2024.

We had full creative control over space design and our pieces, while ensuring we met all guidelines and product quality standards required by Hankyu. The logistics were challenging on my end — organizing a week-long celebration was significantly different from an exhibition or cocktail event.

Briefly tell us about your collection. How did you incorporate Filipino elements in your pieces?

I represented SABOTTEN, my rework brand. Mexican folk art and street art inspired me to develop my artist persona and build a unique world around it. While the person Pamela Madlangbayan embodies many facets, SABOTTEN represents a clear and distinct vision.

Having spent most of my life in Japan, my interpretation of Filipinoness is rooted in my childhood experiences. I never associate my Filipinoness with refined luxury; instead, it is characterized by street culture, maximalism, vibrant colors, and the lively fiestas of Cavite.

Some of my works for SABOTTEN drew inspiration from Philippine mythology, featuring creatures such as the Bakunawa, Sigbin, and Manananggal, but with a humorous twist and a kimo-kawaii — cute but creepy — aesthetic that resonates well with Japanese audiences.

My reinterpretation of the traditional symmetrical Barong Tagalog took the form of a reworked office shirt, adorned with fraying Adarna birds, zigzag stitches, and scribbled doodles and silkscreen collages on the back.

How will Filipino fashion stand out in the competitive Japanese fashion scene?

I’ve lived in Japan for eighteen years and have been working closely with fashion colleges in Tokyo and Osaka for almost three years. From my experience, Japan’s fashion scene is too diverse and rich in subcultures to be defined as one cohesive style. The Japanese have a complex and adventurous taste for fashion, making it impossible to pigeonhole them into one category — just as it is impossible to define Filipino fashion as a whole.

We can stand out by not presuming what the Japanese want, but by showcasing our unique Filipino identity on our own terms. Our authenticity will reverberate with them, and this approach led to the success of TAYO Fashion Week 2024.