PFW Day 1: Memo's Urban Chronicles

So here’s Memo’s Holiday Collection “Urban Chronicles” at Philippine Fashion Week last May 11, 2011, Wednesday night at SMX / SM Mall of Asia.

[Lia Aranillo-Go, brand manager for Memo, comments, "Power-dressing was the catchphrase for a good number of years, and its focus was on authoritative suits and blazers which gave off a formal mien and a stiff silhouette. In light of the changes in the lifestyle needs of today’s working professionals, the paradigm has shifted and ushered in a new era of corporate chic.”

DISCLAIMER:  All images are owned by Madz Madaje, allowed to re-post and use, just give proper credit, do not remove watermark. Thanks!

And it is this shift, says Go, that drives Memo’s work wear offerings for men and women. “Our aesthetic takes its cues from a combination of essential elements: work-life balance, mobility, comfort and current trends,” she shares. So what exactly does a Memo ensemble provide? “The best of both worlds, spot-on style, accessibility and easy wearability, regardless of season,” she reveals. “We recognize the importance and benefit of mix-and-match business basics, given the present fast-paced working cultures Filipinos thrive in. We’ve ensured that our designs function as reliable investment pieces, infused and updated with du jour sartorial details.”

Click image for larger view
The result is a fashion-forward amalgamation of versatile staples that smoothly transition from the boardroom to the streets. “We call it ‘contemporary work wear alternatives’,” Go explains. “In this day and age, what with hectic schedules getting in the way of time-consuming wardrobe changes, what we need is ‘flexible’ fashion-outfits that traverse one entire day and fit the upward mobility of its wearer and each urban landscape he might encounter.”] via

So proud of you, Memo team!!! Congratulations!