Turning the old into the new, Memo gives classic pieces and wardrobe staples a chic makeover with Urban Chronicles, its stylish and versatile offering for Philippine Fashion Week Holiday 2011.
Inspired by the changes in the lifestyle needs of today’s working professionals and the dynamism of the modern urban landscape, the collection kept in mind personality and even job type by incorporating three of fashion’s hottest dictations – smart layering, color-blocking and sartorial touches.
Lia Aranillo-Go, Brand Manager for Memo, revealed: “Urban Chronicles revolves around how the city is this huge living entity that pulses with activity. With so many things going on at any given time, the city also presents different faces to the people who live in it – and these individuals, in turn, have a variety of stories to tell. Memo is delving deep into these tales through the show’s different segments, while providing contemporary work wear that fit into every story’s setting.”
Metrophiles trained the spotlight on key colors black and camel, as they were injected into primary work wear pieces, from the dark business suit to the little black dress. With the infusion of color blocking techniques, big collars and piping details to jackets and sheer fabrics, ensembles reflected a more delicate, organic look that highlighted the role of classic boardroom separates.
Utilitarian and corporate came together in The Urban Traveler, with polished looks in dominantly khaki and olive tones. Featuring smart layering, the segment experimented with outer pieces and separates that work perfectly on their own and when worn together. Function and ease of movement were key considerations as each was designed to fit various categories—including weather, occasion, and type of work.
Smart casual dressing rocked the runways with City Slickers. Taking cues from the ruggedness and rebelliousness of denim, the segment successfully translated the concept into a more appropriate office repertoire, with pieces decked in indigo that successfully achieved a sleek but playful twist in business wear.
In Tux Junction, well-known techniques in mixing and matching were proven to be forever in season through tuxedo-inspired power dressing. The on-trend lineup included basic pieces accentuated with silhouettes of the tuxedo and the use of leather fabrics, with the effective infusion of piping details and color blocking for a structured finish and a sophisticated touch.
Finally, a mysterious and more serious take on business wear was unveiled in Black Tie Affair. The stunning finale was anchored on the concept of dramatic day to night dressing through the skillful and creative use of color blocking, piping, and layering.
As the country’s authority on fashionable contemporary work wear, Memo provides versatile boardroom staples that are spot on in terms of global trends, via detailed, tailored, and functional renditions for the perfect put-together, business-appropriate finish. For instance, its bottoms line Truefitt features a range of fits and styles for men and women—Straight Fit and Tailored Slim; a special offering for men, Flexi Fit (a bestseller due to its adjustable waist that guarantees comfort and ease of movement); and finally, Modern Fit, a collection that changes every so often depending on the season’s latest cuts and styles.
Overall, Memo helps young working professionals exude style, status and success through their work wear choices. “By offering wearable pieces that remain globally-attuned to the capriciousness of the city and the ever-changing trends of fashion seasons, we are giving today’s young professionals a reliable business wardrobe that can accompany them as they make their way up the corporate ladder,” concluded Aranillo-Go.
Memo is located at the Alabang Town Center; Eastwood Mall; Filinvest Festival Mall; Gateway Mall, Cubao; Glorietta Makati; Market-Market; Robinsons Ermita; Robinsons Galleria; Shangri La Mall, Edsa; SM City Fairview; SM Mall of Asia; SM Megamall; The Block North Edsa; The Shops, Greenhills; Trinoma, Ayala; Abreeza Mall Davao; Ayala Angeles; Ayala Center Cebu; Ayala Marquee; CSI Lucao, Dagupan; SM City Cebu; SM City Clark; SM City Davao; SM City Iloilo; SM Marilao; and SM City Pampanga.
