The biggest and most anticipated artisanal trade fair offered a sneak peek at the School of Fashion and the Arts (SOFA) at Proscenium, Rockwell, Makati City. “Champions of Change” is this year’s theme that spotlights the HeArteFino program — the heart, soul and purpose behind the artisanal platform and movement.

For almost a decade, founders Maritess Pineda, Mita Rufino, Susie Quiros, Cedie Lopez-Vargas and Marimel Francisco have consistently devoted themselves to a growing community dedicated in preserving Philippine craft, pushing innovation forward while creating social impact. “This year, we wanted to put HeArteFino at the forefront,” the team shares.

The fair is unconditionally all about purpose. United, the ladies said, “It’s easy to get overwhelmed by the many things happening around the fair. Yes, it is a retail experience — one that you have to immerse in to fully appreciate. But it is important that we return to what anchors everything we do: HeArteFino.”

This non-stock, non-profit organization and its long-term developmental programs have helped brands that have grow their local craft which include the Bagobo Tagabawa community from Davao, weavers from Argao, Cebu, and artisans of Kabankalan in Negros Occidental.

Last year, Project Nova UpCycled from Bohol was the recipient of the HeArteFino Developmental Program Grant.

Featured in this year’s fair is the Zarah Juan X HeArteFino collection entitled Full Circle which explores the use of natural dyes the designer learned in Jakarta. “I wanted to-return to my roots. Nine years ago, I started my creative journey with ArteFino, and it felt so natural that I would return here with a new perspective,” says the iconic designer.

Artisans, talents, brands, passionate supporters and followers all gathered at SOFA, filling the meaningful afternoon with a lot of fun and heart. A sample of retail fashion, accessories, decor and food to be showcased on the fair dates were all displayed with impressive style-settings.

More importantly though is what the heart brings to the table that matters — that act of service to the craft, artisans, community, the country and its people.

The ladies of Artefino end, “Advocacy is the core. We exist because we believe that craft is not just about beauty, but about equity, access and impact.”