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Can We Please Talk About the New Muses of SM Woman?

Can We Please Talk About the New Muses of SM Woman?

Read Time: 2 minutes

The retail giant gets representation right on Women’s Month



“Fashion for every woman:” catchy, ideal and makes it so darn easy to promise inclusion. But all too often we find the token plus-size model here or the one-off morena there. In campaigns and fashion shows, billboards and posters, in a sea of size-zero Caucasian babes, the few do little to change a system that still affirms skinniness and Eurocentric beauty as the standard.


What good is the punchy tagline unless brands who use it take it to heart? In this day and age, especially, “fashion for every woman” without the nitty-gritty of things just won’t fly anymore.


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In the case of SM Woman, a subbrand of local retail giant SM, its annual Women’s Month event meant confronting this calling––arms wide open––and celebrating the growing voice of empowered women they cater to. And by women, they did mean every woman. The brand’s new muses for the summer are living proof of it.



Joey Mead King, @joeymeadking
Model & Host



Angie Mead King, @angiemeadking
Businesswoman & Car Enthusiast


Ina Guerrero, @inadominicaa


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Bituin Escalante, @bituinea


Shaira Luna, @shairaluna


Kat Gumabao, @katgumabao_

View this post on Instagram

Can I just do fashion shows every day of my life?! ❤️ Still on a high from yesterday’s @smwoman show. So happy with the turn out also excited to shop the collections! So much amazing prints to choose from 🎉 #FashionForEveryWoman . . Videos from @gitagumabao and @eizterfsmith ❤️ best effort to make a decent video 🙈 -clearly there’s so much room for improvement. Haha- Runway coaching @straightwalkrunway . . #KatKurves #PlusFilipina #FilipinaCurveModel #FilipinaPlusModel #PlusSizeModel #CurveModel #KatGumabao #BeautyAtAnySize #BeautyBeyondSize #PlusModel #CelebrateMySize #BeautyBeyondSize #Bopo #SelfLove #SmWoman #SmWomanPlus #FashionForEveryWoman #Runway #Philippines #FilipinoFashion

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Sara Black, @photosarablack
Beauty and Advertising Photographer

View this post on Instagram

It's the beginning of Women's month today!🎉❤ Who else is in a celebratory mood?🙋‍♀️🙋‍♂️ • I've been busy the past couple of weeks working on some campaigns for brands that are celebrating Women this month😍 I still have a few more on-going Women's month projects over the next few weeks and it just feels amazing to be collaborating with so many commercial organizations who can see the importance of building Women as a Value! For the long haul, we all need to imbibe the feminine qualities of sensitivity, empathy, creativity, grace with strength if we want to witness the survival of this Earth we call home 🌏💚 There has been so much destruction and violence in the history of mankind that its about time we embrace our our innate capacity to nurture and nourish ❤❤❤ • For me it's not about who is the better gender but deeply acknowledging that within us resides both masculine and feminine energies, and for us to become truly whole we need to bring both into harmony 💖 It's not about being man or woman, but being HUMAN 🌠 • Tag a few women and men who you feel are doing their part to bring harmony to the world! Let's acknowledge each other for the good vibes that we put out there!💞 @liveawakeph

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All ages, all sizes, all kinds of looks: SM Woman’s getting real about repping every type of woman this season. If you want to get in on it, too, the brand’s summer collection is now available in all The SM Store branches nationwide.


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Art Alexandra Lara

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