Wonder Wardrobe: September Is Fashion Month and Brands Are Going Big

Wonder Wardrobe: September Is Fashion Month and Brands Are Going Big

The lowdown on fashion news, the latest releases and whatever else is buzzing in retail this month



This is the time of the year where former Vogue editor Candy Pratts Price makes a cameo in our minds with her mantra, “September is the January of fashion.” No one knows what the future holds for certain, but in fashion, there’s at least a first glimpse of the new year thanks to fashion week in New York, London, Milan, and Paris. (2020, we’re already looking at you.) The key trends begin to stick out around this time; the themes to move the industry into its next chapter become more evident. And with that, brands start looking out for clues that might point them toward the next big attraction for their consumers. Will streetwear still reign supreme again or has 2019 milked it for all its worth? Which decade will trigger nostalgia next and make a resurgence? What will 2020 have in store for now-notorious fast fashion giants?


Till then, the big names in the retail are leaning into three standout things that practically define the goings-on in the industry this month: experiences, exclusives and the thrill of “limited-edition.” Scroll through for the full rundown of what’s what in fashion in September.


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Local Label of the Month: Anoto
Ano nga ba? It’s the result of a collaboration by three up-and-coming fashion designers and friends IRL Antonina Amoncio, Mary Faye Murphy and Bea Ticsay


Conjured up with the cosmopolitan youth in mind, fashion brand Anoto asks all the right questions about elevating everyday-wear…and then has a go at them. Launched in July, the women-led label serves up limited-edition pieces that are “created with attention to detail and quality, made with love and care, and is proudly local Filipino.” At, find fundamentals with a punch and tons of personality that can easily be incorporated into any wardrobe.


Click on to have a look-see and shop Collection 1 online.


Wonder Wardrobe: September Is Fashion Month and Brands Are Going Big


Case Study Atelier Launches Case Study 01: The Fundamentals Collection
The concept store’s anniversary release pays homage to its mid-century modern roots


Case Study Atelier has earned itself an excellent reputation in streetwear circles for housing highly sought-after international brands (such as Chinatown Market, Fxxking Rabbits, Jungles and Pleasures) and balancing the selection with promising local labels (Revere, Threedown and Twelfth House). In between regular drops by these brands and collaborative event launches with the likes of Vans, Converse and Netflix Original Stranger Things, Case Study has long had its anniversary project in the works: the Fundamentals Collection that pulls inspiration from German industrial designer Dieter Ram’s minimalistic approach to design and form.


The “Case Study 01: The Fundamentals Collection” is the first collection of a planned series. See snaps from the launch party, an exclusive editorial photo session by Everywhere We Shoot, over on the Case Study Atelier Instagram.


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Havaianas Celebrates 16 Years in the Philippines with Obrigada Day
The world’s favorite flip-flops brand says “thank you” to its ‘Havaianaticos’ the only way it knows how: a massive party right outside its flagship store


“Havaianas has been here for some time and we’d like to think that more than its Brazilian roots, we’ve become a part of Filipino culture,” shares Anne Arcenas-Gonzalez, President of retail company Terry S.A. “Taking your favorite flip-flops to your favored Philippine beaches has been a staple to every Havaianatico.” No truer words have been said about the famous footwear.


More than commemorating a milestone, Obrigada Day toasted to Brazilian-Filipino friendship. Guests got to participate in activities such as writing wishes on their own Brazilian bahia bands at the Bahia station, playing tumbang preso at the Havaianas Throw booth and playing hopscotch at the Pick-o booth. The evening kicked off with a colorful parade led by the Buganda Drum Beaters & Dancers, which was followed by a performance from traditional Filipino orchestra Banda Kawayan Pilipinas and a live DJ set by Brazil’s very own DJ Luane.


As a treat, Havaianas Philippines also released a special RIO pair of flip-flops inspired by the city in Brazil where the brand places its roots. Get this at the Havaianas flagship store in Bonifacio High Street, Taguig, and at the newly-opened stores at SM The Block, SM Mall of Asia, Robinson’s Place Manila and Ayala Malls Manila Bay.



Gap Turns the Big 5-0
The classic American label celebrates its 50th year with the launch of Denim Through the Decades collection


Gap revisits its denim heritage with a limited-edition collection, Denim Through the Decades. “At Gap, denim is in our DNA. As we mark our 50th year, we see it as both our heritage and our future,” says Gap’s Head of Adult Design John Caruso. This utilitarian lineup takes inspiration from the brand’s iconic styles made for men and women. The 70s is an assortment of flare jeans in different shades and textures, including burnt orange corduroy for women and retro boot cut jeans for men. Meanwhile, the 80s features worker denim looks, like wide-legged carpenter fit bottoms and a classic workwear jacket for the ladies, as well as standard fit jeans and a logo embroidered jacket for the guys. Last but not least, the 90s which borrows elements from Gap Originals, boasts Easy Fit high jeans with higher waist and tapered legs in 100% cotton, and new-season denim offerings: High-rise Cigarette Denim for women and Slim Softwear Denim made with GapFlex technology for men.



Global Timepiece Brand Armitron Makes Its Way to the Philippines and Names James Reid as Its First Endorser
At the grand launch, the actor-turned-music producer was seen sporting a wristwatch called “The James,” a new model named after him


For over 60 years, Armitron, as a purveyor of style in the watch industry, has created affordable timepieces that allow wearers to celebrate their personal style and unique points of view. From sports designs to outdoor watches to sleek dress pieces, Armitron knows to merge form and function, something Filipinos were introduced to when the brand made its way to Philippine shores early in the month. Along with this, the announcement of the brand’s first-ever ambassador in the country, Careless Music Manila and Island City founder James Reid.

“Armitron embodies style and functionality without breaking the bank. So you can build your own collection of timepieces without guilt,” shares James Reid. “Plus, its collections are wide and varied, so it makes it easy to find something that suits your day. Whatever personality or style, you’ll find a watch to match.”


Armitron Watches are now available nationwide at the SM Store, Robinsons and Metro Gaisano Department Stores. You can also shop the collection online via Lazada, Zalora or Shopee.


adidas Introduces A Different Kind of Canvas for Self-Expression: the New VRCT Jacket
A refreshing spin on the well-known letterman jacket, the VRCT jacket gives a nod to athletic tradition but injects the new concept of self-expression through customizable patches


Aside from the classic adidas ‘A’ team patch that comes with every VRCT Jacket purchase, there are also sets of global and local patches to choose from. Global adidas Creators James Harden, Denise Schindler, Mette Towley, Paulo Dybala, Ning Zetao and Stefanos Tsitipas each chose words that represent their story and what they stand for, which customers can pick from when they purchase the VRCT Jacket.


The launch event also revealed four Philippine-exclusive patches that will be released in stores soon— one for adidas Runners Manila and three representing the Philippines created by local artists: “The Philippine Jeepney” by Cara Gonzalez, “The Eagle Eye” by Jappy Agoncillo and “The Island Explorer” by Fine Time Studios.


Represent what you stand for when you purchase the new VRCT Jacket with its range of patches for ?4,800 in-store or online at



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And just like that, September is through. Be sure to check back in for October fashion news. In the meantime, how about giving us a follow on TwitterFacebook and Instagram?



Art Alexandra Lara

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