11 minute read
WRAP UP: MANILLA FAME 2024
VISUAL STORYTELLING
This edition, Manila FAME’s theme Reimagination celebrated the power of Filipino design amidst the ever-revolving landscape of global trends and innovation.
Manila FAME, organised by the Centre for International Trade Expositions and Missions (CITEM), celebrated its 72nd edition at the World Trade Centre Metro Manila in Pasay City from 17 to 19 October 2024.
Buyers were introduced to Philippine-made artisanal pieces from more than 350 designers and manufacturers using indigenous materials and applying age-old processes in the home, fashion and lifestyle (HFL) sectors.
Philippine President Ferdinand ‘Bongbong’ R Marcos, Jr visited various exhibitors when he attended the trade fair on the second day.
He stressed the importance of continuous creativity in order to sustain the current progress, assuring the government’s full support.
“We will do everything that we can, so that the world will know (better) how good Filipinos are,” he added.
He also noted the design industry’s contribution to the GDP, though small in percentage, translates to billions of dollars for the economy.
“There is a very quantifiable aspect to the design industry. It contributes 7.1 per cent of our GDP. When you translate it into pesos, that’s trillions.”
The theme for this year’s edition was Reimagination, inspiring some of the best designs from Philippines’ local enterprises, craftsmen and artisans.
The theme for this year’s edition was Reimagination, inspiring some of the best designs from Philippines’ local enterprises, craftsmen and artisans.
Close to 10,000 visitors including local and international buyers, retailers, wholesalers, industry movers, media organisations as well as hotel and related services attended the international home, fashion and lifestyle trade show.
A trade show by definition, Manila FAME goes beyond its economic contributions to the country’s export industry growth and development as it seeks to promote Filipino talent and skills to the rest of the world as well as its use of natural and raw materials.
Designer and innovator Kenneth Cobonpue, globally known for his contemporary designs using natural materials, made a comeback to this year’s show.
Calling it a testing ground for Filipino creativity and artistry, buyers got a first peek at some of the items he launched at Manila FAME.
“In every show, we always try to mix classics and new pieces,” he says. “Usually, it starts in Milan or in Paris but this time there are some things that made their debut at Manila FAME.”
The designer credits his international recognition to his beginnings at Movement 8—a group of Filipino designers formed by CITEM in 1999 and who had been a part of Manila FAME and many other design trade shows overseas.
“Without Movement 8, I wouldn’t be where I am today. (Manila) FAME has always been very exciting, it’s a chance for people to see what’s out there.”
Indeed, Cobonpue’s classic Bloom chair attracted plenty of attention at the show with its “intricate folds exhibiting an assemblage of flower petals that showcase a radiant, graceful beauty”.
He also had a replica of the chair on display, the Bloom Miniature in the colours of cobalt blue, red, tangerine, lime green and yellow.
As one of the pioneers in elevating Filipino crafts to the international scene, Cobonpue recollects his beginnings and influences.
The designer recalls that his mother, Betty Cobonpue, founder of manufacturing company Interior Crafts of the Islands (ICTI) based in Cebu, created her own furniture but she was never credited for it.
When I started to create my first collections, I made sure they would be branded properly and they would be proudly labeled Made in the Philippines.
He laments that Filipinos were making things for other labels yet were not credited for their original designs.
Notwithstanding the pressure to sell his pieces to be whitelabeled, Cobonpue says that his determination to take ownership of his designs has driven him to champion the Filipino brand.
“When I started to create my first collections, I made sure they would be branded properly and they would be proudly labeled Made in the Philippines,” he enthuses.
Beauty brand Pure Culture was only launched in 2022 and is the first certified toxic-free skincare brand in the Philippines. By understanding Filipino skin through data and analytics, founder Alexandria Gentry developed biocompatible natural and biotech formulations to address specific skin concerns for high-humidity and toxin-rich environments.
“I had been making handmade soap and other bath products for family and friends since 2017 as a way to have more control of what I put on my body and also as a means to destress from being a tech startup founder,” she explains.
“In 2020, I started formally studying natural ingredients, their benefits and transformations, and realised how awesome plants are. I started spending more time harvesting from the garden and learned to dehydrate, infuse, distill and ferment homegrown, active botanicals.”
As this passion grew, she got drawn into deep research in natural, high-performing molecules and started talking to labs around the globe.
“That’s when it became clear to me that I had set something in motion and that it wasn’t going to stop. So, I talked to two of my very good friends who shared my love of creating and we have been building Pure Culture since,” she adds.
While the brand is still very young and the Philippines is currently its only market, the team is on a big mission.
“Our mission is to set the highest standard of clean Filipino beauty, so being one of the very few to represent Filipino innovation in the beauty industry [at Manila FAME] was a big highlight for us. There is a gap that needs to be filled in the local market. Filipinos deserve better solutions for their skin and wellness concerns.
“Additionally, Australia is interesting for us because consumers are more discerning when it comes to skincare and cosmetics. Our products are Safe Cosmetics Australia certified.”
For Christina Borromeo Gaston and Joey Gaston of Hacienda Crafts it all started on a sugar cane plantation close to Cebu. They were looking to find other sources of income as one of the challenges with sugar cane is it is seasonal, so part of the year there is no work.
“In the good old days the industry would subsidise the workers living on the farm, a bit like a welfare system,” explains Gaston.
“However, when the [80s] crisis happened it was so bad because of the monopoly of the government and people couldn’t work on the plantations, it wasn’t sustainable, so we had to think of ways to generate an income for them and that’s when we started making crafts.”
The company’s well-known placemats are the very first products that they made (and still make to this day) and started exporting. As the company grew the farm alone couldn’t sustain production and they had to branch out to other communities that could supply materials as well as workers.
Hacienda Crafts has been exhibiting at Manila FAME since 1996 and continues to support the show.
“Like many other fairs the show has been through its ups and downs and in the early days when buyers came they would buy on the spot. In fact, they would be lining up at our stand. Things change, industries change but we have always adapted and will keep exhibiting at the show.”
Hacienda Crafts has been in business for 30 years and still works with about six communities and artisans to create its products.
“We look at the natural materials these communities have [in abundance] that we can use to turn into a product,” adds Borromeo Gaston.
“It’s all about finding solutions that are practical and viable while remaining sustainable. Different people, different skills but always with the vision of establishing a long-standing collaboration that’s beneficial to both.”
The company’s biggest export markets are the US and Europe, however, its products also used to be available in Australia.
For its latest collection Hiyas, which means treasure, Hacienda Crafts partnered with the local government to help clear the beaches of broken glass.
“We did some projects for Country Road back in the day. We like doing projects as it is more personal. The challenge is because we use all natural materials it needs a lot more (thorough) documentation but of course it can be done,” she adds.
For its latest collection Hiyas, which means treasure, Hacienda Crafts partnered with the local government to help clear the beaches of broken glass.
“The glass washes up on our shores and nobody is paying attention to it so unfortunately there is a lot of it. We engage the communities that live along those shores to collect the glass and we use them to create products while simultaneously shining a light on the problem. It fits in well with the show’s theme ‘Reimagination’ as we tackle the problem head on and repurpose the materials.”
Borromeo Gaston says they might set their sights on fishing nets next as these are a major problem as well and pollute the oceans.
For half a century now, Shelmed Cottage Treasures has been producing globally acclaimed abaca products.
The family business creates a wide variety of homewares items and fashion accessories. Similar to other exhibitors at Manila FAME, the company’s focus is on supporting communities and its natural materials and providing work opportunities for its people.
“More than being seasoned producers, we are the bridge between our heritage keepers who make beautiful products come to life and our clientele, directly impacting the grassroots in the Philippines,” says Sheldon Villanueva.
“We are constantly seeking ways to find fair opportunities for uplifting the lives of our farmers, weavers and artisans. When you work with us, you are positively contributing both to our society and the environment.”
Apart from ensuring the growth of the communities, Shelmed also assists in the development of its clients’ businesses.
“We endeavour to achieve collaborative design ventures to produce highly customised products for our buyers’ markets’ specific trends and needs. When a client orders our designs, we also ensure their exclusivity in their respective markets for a certain period.
“Our commitment to everyone in the circle—from growing our natural fibres to those using them every day—has fuelled our brand for the past 50 years.”
When the company launched in 1973 by Villanueva’s parents—then the youngest manufacturer exporters at 24 years old of Philippine handicrafts in the country— Scandinavia was one of the first markets Shelmed exported its products to, mainly furniture and baskets. Two years later the US knocked on the door and the company became the biggest exporter of handbags from the Philippines for the Bicentennial in the States.
The focus has always been on export (33 countries worldwide including Australia) and only recently Shelmed opened itself up to the local market.
“That’s why you see bigger items here at the stand, they are designed for the local market as they are too expensive to export. However, some of our big items do make it to Australia as well as it suits the lifestyle. Especially people from the Philippines like to have something in their homes that comes from the country they were born in.”
The next Manila FAME is held from 16 to 19 October 2025.
AND THE WINNER IS...
The 2024 KATHA Awards celebrated the innovation and creativity of local brands in several categories including furniture, home decor and housewares, lamps and lighting, fashion, holiday and gifts and best booth presentation, inspiring them to push the boundaries of design.
Awards were given for best product design in furniture (Zulu Bench by Finali); lamps & lighting (Fauna by Azcor Lighting Systems); home décor & houseware (Achite chess board set by Bon Ace); fashion (PISA handbag by Bon Ace); holiday décor & gifts (Nutcracker ornaments by P&B Valises et Compagnie); eco design award (PAEA table runner by Buttons ‘N Things).
Best booth display was awarded to P&B Valises et Compagnie, while best sustainable booth design was given to Zarate Manila.
