SPECIAL FEATURES
AMINA ARANAZ ALUNAN’s story proves that being a fervent disciple of following one’s heart and passion only leads to beautiful and meaningful things
Amina Aranaz Alunan, Mark Bumgarner, Ana Lorenzana, Jhett Tolentino, and Vince Uy continue to make leaps and bounds by doing what they do best
“What? 120 styles?” I think to myself as Amina Aranaz Alunan and I talk about one of the collections currently on display at her namesake boutique. “Tiki Seashells” celebrates summer with beach-inspired colors, textures, and motifs. Shells and aquatic animals come alive on woven straw bags and totes, invoking the spirit of the festive tropical season.
Amina later admits that her upcoming spring collection— almost done, but still a work in progress, she says—has already reached around 150 styles. “I always have so many ideas. Once I’m on a roll, I cannot stop!” she quips. Not one to be stifled by outside forces easily, she always designs first from the heart. “I usually don’t think yet about market demand when I design. I want to be limitless. If I am given parameters at the onset, I feel restricted, and I feel like I won’t be able to create my best work.”
I quickly glance at the pieces in the store, marveling at the craftsmanship that goes into just one piece. Much thought and labor go into weaving intricate bags, and more so with the embroidery and embellishments. I can only imagine repeating the process more than a hundred times. So, how does Amina do it?
ALL IN THE FAMILY
To understand this creative drive, one needs to go back in time and meet young Amina, a kid of around four or five years old, spending time and playing at her mom’s bag factory. “At that time, I already loved fashion, arts, and crafts,” she shares. “When it was time to think about and make my career moves, it never crossed my mind to think about other industries or fields. Whatever I would do, it had to be an extension of my passions.”
Carrying that unwavering resolve as the years went by, Amina would later start the ARANAZ brand with her mother, Becky, and younger sister, Rosanna, launching it in 1999. “That was a time when everyone was wearing imported labels,” the designer recalls. “Before ARANAZ, my mom was also working with foreign designer brands. I remember buying copies of InStyle and Vogue US at that time, and we would always see a bag made by my mom’s factory. So that’s what made me say, ‘you know what? Let’s create a brand that has the same quality as what we do for these designer labels. Let’s use all-natural and Filipino materials and techniques, modernize them, and reintroduce them in a more stylish aesthetic.’ Hence, ARANAZ was born.”
The harmonious balance within the mother-daughter trio has been a key component of the brand’s identity and longevity. The creation of a piece, for instance, begins with Amina’s designs and ideas. Becky then draws from years of experience in the export and manufacturing business, sourcing out raw materials and exploring more ways to work with them. Rosanna is more of the critic, offering a fresh and young perspective on the designs. The younger Aranaz also does most of the graphic designs and visuals for the boutique’s website and look books.
“The opportunity to create beautiful things in the realm of fashion invigorates me,” Amina emphasizes. “I always get excited by simply creating, by thinking of a storyline for a collection, by working with raw materials.”
FILIPINO CRAFTSMANSHIP AT A GLOBAL STAGE
Amina’s pieces have come a long way since her first formal collection in 2005. Fresh from fashion school in
Milan then, the designer launched three mini-collections inspired by female royalty: Marie Antoinette, Cleopatra, and Prinsesa Urduja (collectively, the line was called “Crown Jewels”). Amina admits that her early years with the brand felt like taking an internship under the public eye. “I would tell my students in the School of Fashion and the Arts that, as our brand evolved, I felt like I was a student while managing ARANAZ,” she reiterates. “Whatever my projects were back then, I’d put in the store immediately.”
Now, Amina feels more confident about her point of view and identity as a designer. By championing intricate local artisanship, not only has ARANAZ imbued traditional crafts with modern-day relevance, but it has also directed the attention of the international fashion scene toward Filipino products. For instance, in 2014, a flamingo tote from their Club Tropicana collection caught the eye of stores like Selfridges and Moda Operandi—platforms that carry luxury and designer brands worldwide.
“It was a memorable piece because it introduced our brand to the international market,” she recalls. “Moreover, it was the first time that I went super maximalist with a bag, using raffia and bangkwang straw, wooden beadwork, sequins, and fringes. Even the way it was embroidered was a first.”
CELEBRATING A LIFE IN LEISURE
Today, ARANAZ pieces are enjoyed by some of the country’s chic style savants. “At ARANAZ, we promote the idea that a stylish woman’s wardrobe is not complete without one of our straw bags,” Amina says. Catering to the hardworking yet balanced woman who leans toward a relaxed lifestyle, ARANAZ positions its designs as a bridge between a corporate and leisurely life.
“The ARANAZ woman loves conversations pieces, has an eye for beauty, and appreciates handmade things made with heart,” Amina reiterates. “ARANAZ gives her a sense of escape. As she looks at the details of her bag, she is transported to the beach, an exotic location, or a tropical paradise, even while she’s hard at work.”.