Freeway Launches National Artist Ramon Valera Collection
Freeway pays tribute to National Artist for Fashion Ramon Oswald Valera this 2010 Holiday Season. This is the fourth installment of the much celebrated collection, the National Artist Collectorsâ€™ Series.
The Ramon Valera collection was launched last October 12, 2010 at The Row, Glorietta 5. Before going to the main venue for the launch, me and my friends witnessed the exclusive one-night viewing of original Ramon Valera gowns on display held at the Ground Floor of Glorietta 5. I was definitely awed by the gowns and ternos Valera created for his prominent loyal clients such as Elvira Manahan, Margarita Romualdez, Susie Bayot Ortigas, Adelaida Mendoza, Maritess Pineda, Evelyn Teehankee, Fe Leyson Qua and Caridad Velez Leyson.
The event was hosted by witty Ms. Tessa Prieto-Valdez who donned a Valera-inspired ensemble. A very special guest was also present, an advocate of the Arts and a world-class fashion icon, Madame Imelda Romualdrez-Marcos. She’s one of the favorite patrons of Ramon Valera and made exquisite gowns for her. Other guests were also there – Valeraâ€™s niece Peching Zulueta-Gomez (Valeraâ€™s niece), fashion designer Aureo Alonzo and National Museum of the Philippineâ€™s curator Nick Legazpi, Jr. They shared interesting stories and glimpse into the life of the man behind the National Artist. Tim Yap also showed up at the later part of the event to show his support.
Freeway showcased the collection in a 60â€™s themed fashion show. It features inspiration from Valeraâ€™s signature creative cut, silhouette, beadwork, embroidery and hand-drawn sketches. Gorgeous models wore dramatic head pieces and vivid make-up wonderfully done by Piandre.
Ramon Valera was celebrated for his ingenuity and craftsmanship, for revolutionizing the national costume, for his masterly embroidery and beadwork and for translating Philippine motifs into contemporary terms. He modernized the terno, revived the traje de boda (what we know as the Maria Clara), exaggerated the bell sleeves, and he made the terno became a one-piece silhouette, fastened with a zipper instead of hoods.
His beadwork and embroidery skills are definitely amazing. And, he’s already using a few flat back Swarovski rhinestones during his time.
This is my favorite piece from the collection. I was captivated by the jewels on the neckline and sleeves.