Filipina fashion designer debuts collection in New York at 22
She heads Pam Denise Atelier, and has styled celebrities such as Heart Evangelista, Andrea Brillantes, Gabbi Garcia, Gretchen Ho and Claudia Barretto!
Daily TribuneShe heads Pam Denise Atelier, and has styled celebrities such as Heart Evangelista, Andrea Brillantes, Gabbi Garcia, Gretchen Ho and Claudia Barretto!
HEART Evangelista wears Pam Parreno’s creation.
Photographs courtesy of Pam Denise Atelier
GRETCHEN Ho in pink.
Photographs courtesy of Pam Denise Atelier
ANDREA Brilliantes in a Pam Denise creation for her product campaign shoot.
Photographs courtesy of Pam Denise Atelier
VISIONS in pink.
ETHEREAL in blue.
PAM Denise Atelier S/S26.
Pam Parreno deviated from the norm, but she never felt like a rebel. “I come from a family of businessmen and women. Both my parents are entrepreneurs,” she said. While her family was firmly rooted in business, her own instincts leaned toward creativity. “I was the only one who pursued the creative path,” the 22-year-old fashion designer, the eldest among two siblings, revealed.
From the start, her parents stood by her choices. “They have always been supportive of my dreams, and their work ethic and values greatly influenced how I approach life and my career. I’m very blessed and grateful.”
Today, she heads Pam Denise Atelier, and has styled celebrities such as Heart Evangelista, Andrea Brillantes, Gabbi Garcia, Gretchen Ho and Claudia Barretto!
But let’s back up a little bit.
“I’ve loved fashion for as long as I can remember,” she said. Childhood memories were filled with sketches, dolls dressed and redressed, and afternoons spent watching red carpet features on Fashion TV.
Her time at the De La Salle-College of Saint Benilde became a lesson in self-trust and patience. “It taught me growth takes time and finding your identity doesn’t need to be rushed,” she related.
She describes herself as someone driven but grounded. “I consider myself a go-getter, someone who believes in her vision and isn’t afraid to go after opportunities,” she added. Over time, she “learned to trust the process, show up consistently, remain curious, and stay disciplined.”
A huge turning point came, however, when she went under the wing of bridal design expert Michael Leyva, relating, “Working closely with him became my real training ground. I learned not just about design and craftsmanship, but also professionalism.” During this period, she worked on designs for clients, multiple fashion shows — even concerts and events — gaining an understanding of the industry that only hands-on work can provide.
“Having him as both my boss and mentor is something I’m incredibly grateful for,” the young fashionista disclosed.
Which brings us to the present, with her very own brand. “Pam Denise Atelier is rooted in celebrating femininity, individuality, and emotion,” she explained. At its core is a balance she continually returns to. “The brand is about empowered softness—pieces that feel delicate yet strong, elegant yet expressive. Every design is intentional, detailed, and meant to make women feel confident, seen, and unapologetically themselves,” she elaborated. Ultimately, she said, “It’s really about being authentically yourself.”
That clarity of vision led her to an international milestone. She related, “I was invited to showcase at the Asian New York Fashion Week after my graduation show in 2024, but I initially declined because I wanted more time to conceptualize.” For an up-and-coming designer to turn down an invitation to the international stage — one that may never come again — took real guts. But she believed in herself. And excel she did!
When the organizers reissued the invitation, she was more than prepared. “When they invited me again this year, I knew I was ready. Being part of a platform that celebrates Asian voices in fashion was both empowering and humbling. Showcasing at NYFW at 22 was truly a dream come true. New York has always been the dream for me! I’ll probably never get over it!” she gushed.
Her collection, The Feminine Unique, garnered the attention of enthusiasts during the fashion week. “The Feminine Unique explored the idea of empowered softness — how femininity could be delicate yet strong, graceful yet rebellious,” she explained. Through fabric and movement, the line spoke to women who are “elegant in movement, soft yet unbreakable, and confidently themselves.”
When asked about her inspirations, one remains deeply personal. “I’d say my younger self inspires me!” she exclaimed. “The little me who always dreamed big, and believed that anything was possible. She reminds me to stay curious and to go after what I want.”
She favors materials that allow for intricacy and expression. “I enjoy working with gazaar, silk, tulle, organza, and beaded materials — the designs are limitless.”
Detail is essential. “I especially love detailed work like beading and hand appliqués. The intricacy of it makes a piece truly special and unique.”
On the other hand, her favorite tool would have to be her iPad. “It’s where I dump all my thoughts, mood boards, sketches, and ideas,” she said. In production, she enjoys precision. “I also really enjoy using a soldering iron for laser cutting my appliqués!” she revealed.
Her style icons include designers and women who embody elegance with individuality. In her own words, “those who are confident, expressive, and timeless in their own way.” She named Jane Birkin, and Alexa Chung, adding, “and also my mom!”
Looking ahead, she said, “I would absolutely love to dress Miss Heart Evangelista again,” and dreams further of Jennie Kim and Hailey Bieber.
When pressure builds, she turns inward. “I remind myself why I started. One way I decompress is by spending time in solitude. I like cooling down alone, going for walks, and just reflecting. It helps me reset!” she admitted.
Meanwhile, during her free time, she cherishes to be around her loved ones, to discover new cafes, and to travel.
Let’s hear more about her thoughts on fashion:
On women inspirations
“In terms of design, I would say I’m inspired by real women! Women I meet, observe, and admire for their authenticity. I’m also inspired by emotions, personal experiences, and the dualities within women: strength and tenderness, grace and rebellion. All that! They’re all part of my design ethos.”
On the design process
“Honestly, I relish every part of the process, but I’m especially drawn to concept and production. Conceptualisation allows me to tell, while production brings it to life through craftsmanship and detail. People usually only see the finished piece, but the behind-the-scenes work is really fun. Even marketing is exciting for me, especially shoot days, because that’s when the designs really come alive.”
On preferred colors
“Personally, I just wear all black everyday! (laughs) But my designs are the complete opposite. I’m drawn to soft, delicate tones paired with intricate accents. That contrast reflects the duality of femininity, which is central to my work!”
On today’s fashion capital
“New York, Paris and Milan all play important roles. New York, however, feels especially exciting for emerging voices and innovation. I’m also delighted to see the Philippines step up on the global stage! It’s inspiring to think we can create, innovate, and showcase our work just like the big fashion capitals.”
On advice to aspiring designers
“I’d say to always be teachable. The moment you think you know it all is the moment you stop growing. That’s what we always have to do — grow and evolve!”
