Creative Force

The Philippine fashion industry mourns the loss of Criselda Lontok, who left us with colourful blooms in the gowns and blouses she designed throughout her decadeslong career

Criselda Lontok started her career in the fashion industry over 40 years ago, from fashion model to manager, and later, to esteemed designer. At the age of 12, her passion for fashion design started to spring as she would be enamoured with style icons like Audrey Hepburn, Grace Kelly, Coco Chanel and Jackie Onassis.

In Lontok’s interview for the 35th anniversary of her partnership with the retail brand Rustan’s, the artist credited the late Glecy Tantoco, for mentoring her and helping her produce classic, timeless and elegant pieces.

Before braving the tide and entering the fashion industry, Lontok already displayed irresistible charm as a runway model. Holding a Miss Batangas title, she was a beauty to be reckoned with.

She finished high school in Maryknoll College and entered St Theresa’s College, Manila to study AB Home Economics, which she confessed to renowned lifestyle editor Millet Mananquil “was not her cup of tea”. Eventually, she shifted to Foreign Service “due to her love for languages”.

Realising that she was not meant to go down a diplomat’s road, she joined the Miss Batangas beauty pageant. She not only won the title but also caught the eye of the late fashion master Ben Farrales.

During her modelling career, she donned the exquisite pieces of Farrales, Pitoy Moreno, Salvacion Lim-Higgins, Pilar Ver Romack of New Yorker and many more. In the Sixties, the Fashion on Wings show brought her and other renowned models at the time to ten different cities across the country for shows and their photos published in the Manila Times, the sponsor of the fashion tours.

Lontok showed interested in working with Rustan’s Department Store as a merchandise manager, which left Glecy, her family friend, in disbelief. In the transition, Lontok shared that the biggest challenge for her was the accounting aspect of the job; but with her dedication, she easily got promoted to group manager.

With Glecy’s help, Lontok started her own line, which was first known as “Criselda”. From a few racks to a full-blown department, her eponymous brand became the top-seller among the retail store’s local brands.

Through her work with Rustan’s, Lontok was able to regularly visit the showrooms of some of the world’s greatest brands like Dior, Gucci, YSL and Christian Lacroix. Her own line made it around the world as well and catered to women of high-ranking positions in government or corporations, and from the high society.

Lontok’s pieces featured her signature look of floral embroidery and vibrant colours; her outfits were accented with attractive appliqués. She also had her fair share of prints and plains, knitwear and silks, as well as airy cuts that embody femininity. Moreover, her line included bags, shoes, accessories and jewellery for women too.

The morning of September 22, 2021, Lontok sadly passed away due to cardiac arrest and health complications. Our thoughts and prayers go to the bereaved family and friends left by the prolific fashion icon who we all loved and adored. Her legacy will be remembered fondly.

The Rustan Commercial Corporation (RCC) released a statement after the news about Lontok’s passing broke out. It said: “She will always be remembered for her personal touch and incredible attention to detail, as a fashion icon continuously reinventing the Philippine fashion retail industry, and as a loyal and steadfast member of the Rustan family.”

Zenaida Tantoco, daughter of Glecy, also shared a few words to remember the incredible creative force. “To her, every fashion show was an exciting event . . . every collection an opportunity to create a statement,” she said. “Criselda personally called and sent her own messages to those she invited, no matter how many. To her, the women she dressed were not just customers, but were, truly, her muses—her source of inspiration. She was very goal-oriented and fiercely loyal.”

Lastly, Rustan Commercial Corporation President Donnie Tantoco also shared his story of working with Lontok at Rustan’s for the last 30 years: “I have admired and respected how she kept setting new records, scaling new heights with her brand. What I admired the most was how she worked during the pandemic. While others were hibernating, Ms Criselda was adapting and innovating. From evening dresses, she pivoted to beautiful clothing to be worn at home. She always had a victor and not a victim mentality. I have also never heard her say anything negative about anyone. She not only had such grace but also this unshakable equanimity and generosity.”