Taft – fashion avenue of the ’50s

Remember When?, When?

Taft Avenue, then an elegant street, was without a doubt the fashion avenue of Manila in the ‘50s. Classy ateliers lined the avenue, walking distance from the Tourist Belt, within the Ermita-Malate districts.

Let me recall many of them, starting with Rose-Vale Creations (of Rosario Valle with Arturo Cruz, Rudy Dandan, Tente Wilwayco).

Pitoy Moreno’s salon, was in the vicinity, Pitoy was billed ‘Fashion Czar of Asia.’

More fashion houses along Taft Avenue.

SLIM’s Fashion Originals (Salvacion Lim), Tailored Women (Ernie Arandia), Eve’s (Eve de Jesus, incidentally the favorite of Tia Dely Magpayo), Mademoiselle, Rita Karmicahel, Tony Decena, Lina’s Creation, Nene Torres, Emeraude Beauty & Fashion Salon.

Not to forget Christian Espiritu, who later became one of the favorite couturiers of First Lady Imelda Marcos and other women from high society.

This columnist failed to get the names of the society girls wearing the ternos made by Rose-Vale, Eve’s and SLIM’s. But perhaps readers of Remember When? could identify them. Photos were taken by Tropicana, which was not on Taft Avenue but in faraway Malabon.

Highspeed described Taft Avenue as ‘then an elegant street.’ Indeed, it was in the ‘50s up to the early ‘70s, before MRT ruined it, forcing many establishments to shut down. Taft Avenue begins near the Metropolitan Theater and extends up to Vito Cruz and Pasay and ends in Baclaran.

Aside from the classy ateliers earlier enumerated, imposing and beautiful mansions of the old rich were located along Taft Avenue. Educational institutions, too. Santa Isabel, Philippine Normal School (College and then University), Philippine Women’s University, Philippine Christian College (now University), De La Salle, UP College of Medicine (attached to Philippine General Hospital), among others.

— RKC