The new runway
Designer Rajo Laurel and eventologist Robby Carmona collaborate on the Philippines’ first virtual fashion show after the entire industry ground to a halt as a result of the pandemic
What happens now to Fashion Week? That is a question many ask as the world finds a way to work around the changes the pandemic has imposed on our way of life. In some fashion capitals like Milan and London, Fashion Week will be moved to a much later schedule. Shanghai and Moscow are bringing the runway to the digital realm. But will it work? Will it ever feel the same? Here in the Philippines, this system has been put to the test.
Noted Filipino fashion designer Rajo Laurel leads the local fashion scene into the future by doing his first virtual runway show on his birthday.
Together with Saga Events, #RajoRunwayOnline brought together more than a thousandfashion enthusiasts to witness a show directed by Robby Carmona. The digital runway show unveiled Rajo’s spring/summer 2020 collection “Hacienda,” inspired by the idea of a life he would like to live, one of his many realizations while on lockdown at the family resthouse in a forested area of Nasugbu.
EVERYTHING BY REMOTE
The thought of doing the show started with Robby and his friend, model Ria Bolivar, sharing messages one morning. Robby immediately called Rajo and asked if he would be ready to do a show online. The designer quickly jumped on the idea.
For Rajo, the show was one way to bring people together. As Covid-19 hit the pause button on industries such as fashion, beauty, and events, this show was a symbol of the united spirit of Filipino creatives in these trying times.
“The story behind #RajoRunwayOnline is essentially a way to start strong. It is a way to communicate, to keep in touch, with our colleagues, our friends, our clients,” the designer says.“The creative process of this project wasn’t easy. You have to realize that our industry relies heavily on communication. But nothing good was ever easy.”
It took two weeks of preparations for it to happen, with people at Saga Events working together to piece every aspect of the show, while in quarantine.
Robby’s team also tapped beauty and hair professionals to help them build the looks. Hairstylist Jing Monis played with soft curls and an easy bun for the ladies, while he opted for a clean, brushed up look for the gents. Makeup artist and sister of Rajo, Gela Laurel, formulated the perfect dewy, rosy beauty look.
“Doing it was very challenging,” says Robby. “I’ve been doing live events for 25 years, and this was something different because everything was done remotely. All the meetings, contents we had to do, pre-prods, and approvals were all [done] online.”
DIGITAL ADAPTATION
The most special events in the fashion industry usually happen on a runway show. It is the equivalent of a theatrical performance, where the designer is the head artist while the stylists and the beauty experts collaborate to create a look that will resonate with the audience. A runway show is where people first see the clothes. It is like a baptismal rite for the collection before it hits the store shelves.
In the current state of the world, shows going digital could be the only way to keep the industry running. “The entire fashion industry is basically on hold. This is deeply dangerous as our industry is responsible for hundreds of thousands of individuals who rely on our work for their livelihood. We must continue because life must go on. Perhaps for now this [virtual show] is the way,” the designer shares exclusively to Manila Bulletin Lifestyle. “We have to think out of the box and push our industry forward. We have to find ways to begin, and begin strong. We have to believe that as creatives, we will find new ways to tell our stories and share experiences.”
Over the past months, the pandemic has brought out the spirit of the industry. Designers from all over the country rallied together to produce personal protective equipment to help frontliners combat the spread of the Covid-19. Rajo continued this kind act by giving a portion of the sales, and donations collected through the virtual show.
“The collection was readily available. We presented the ready-to-wear collection of the House of Laurel,” says Rajo. “We partnered with Tessa PrietoValdes and Kaye Tinga of the Red Charity Gala, and they would be distributing a portion of our sales and donations to
‘Our industry is responsible for hundreds of thousands of individuals who rely on our work for their livelihood. We must continue because life must go on.’
their various philanthropic endeavors, such as the Philippine Red Cross.”
The digital show was no different from Rajo and Robby would mount in pre-Covid times. It was well-done and it was well-attended. The usual suspects showed up on FB Live and there were glitches, as there had been before, but the ecstatic crowd used the delays and interruptions to interact with each other with shoutouts, emojis, virtual hugs, and greetings no less fun and convivial than the air kisses shared before, during, and after shows in Covid-free times.
The ‘Hacienda’ presentation was followed by an after-party on Zoom.
Just like the old times.