Philippines fashion visit a "celebration of collaboration, culture, and creativity"

Julia: "...our businesses spanned vastly different facets of the fashion industry, yet we shared a common drive for innovation and connection."

Representing JPALM, my slow fashion brand, in December last year I joined an extraordinary group of fashion leaders from Aotearoa, each from different parts of the industry. Together, we immersed ourselves in the cultural and entrepreneurial landscape of the Philippines, returning with fresh perspectives and meaningful connections.

Listening to the journeys my fellow delegates had been on to get their businesses to where they are was both humbling and inspiring—our businesses spanned vastly different facets of the fashion industry, yet we shared a common drive for innovation and connection. Sitting among this incredible group of creative leaders set the tone for the week ahead.

The trip provided the designers an opportunity to connect with local industry figures to learn about what makes fashion tick in the Philippines

The week’s schedule was packed with activities that brought the heart of the Philippines to life. One of our first stops was the Super Mall of Asia, a shopping experience unlike anything in Aotearoa. Its sheer size was unfathomable, but even more striking were the differences in merchandising and marketing approaches—a fascinating glimpse into Filipino consumer culture.

A personal highlight of the week was our visit to Intramuros, where we toured the historic walled city on bamboo bikes with Bam Bikes Tours. This experience brought history to life as we learned about the colonisation of the Philippines, the resilience of its indigenous people, and the cultural significance of this iconic site.

Despite the busy schedule, time was found for the group to enjoy some of Manila's historic and cultural sites

A standout moment of the trip was listening to Kaye Tinga, a philanthropist and businesswoman who co-founded the prestigious Red Charity Gala—often referred to as the Met Gala of the Philippines.

In addition to the gala, Kaye shared insights into Terno Con, a competition that celebrates the traditional Filipino dress while modernising its design and production.

The competition highlights locally made fabrics, embroidery, and techniques, catalysing traditional craftsmanship into the modern cultural landscape.

Hearing about her work revitalising these traditions through fashion was incredibly inspiring and resonated deeply with my own values at JPALM.

Another highlight was meeting Zarah Juan and her husband, Christian.

Zarah’s story, shared during a panel discussion at the SOFA Design Institute, was one of courage and purpose.

Site visits provided insights into what it takes to enter the fashion market in the Philippines

After achieving massive success with eco-friendly tote bags, she shifted her focus to small-scale manufacturing, working with skilled local artisans to preserve indigenous techniques. Her commitment to sustainability and community empowerment is a model I admire and aspire to.

Our visit to the New Zealand Embassy was another memorable experience.

We were welcomed with a beautiful waiata from the embassy staff, who generously shared invaluable insights into Filipino culture, business, and traditions. Later in the week, we enjoyed an elegant dinner hosted by Ambassador Catherine McIntosh at her residence, where I had the chance to connect with other alumni of the Foundation's Young Business Leaders Initiative, expand my network, and enjoy some karaoke at the end of the evening.

Dresses by delegates Mitchell Vincent (left) and Judy Gao (centre) at Manila International Fashion Week alongside a traditional Filipino outfit one of the designers got to wear during a visit to the Cultural Centre of the Philippines

The week concluded with Manila International Fashion Week, an event that brought together the vibrant creativity of the Filipino fashion industry.

I felt immense pride seeing Mitchell Vincent and Judy Gao from our group showcase their collections. Supporting them gave our delegation a shared sense of accomplishment and pride. It was wonderful to see the New Zealand Embassy team in attendance, continuing to show their support.

Alongside our representatives - local designers and models also took the spotlight, blending fashion film and runway shows in innovative ways. It was an exciting and dynamic way to bookend our trip, leaving us inspired by the artistry and vision we witnessed.

The delegation at Sofa Design Institute where they heard from fashion label cofounder Zarah Juan (front row third from left) and Sofa Design Institute staff

This journey with the delegation was a celebration of collaboration, culture, and creativity.

Each moment, from the bustling streets of Manila to the quiet reflection of Intramuros, has enriched my perspective as a designer and business leader.

I’m excited to weave the inspiration, insights, and connections gained during this trip into the future of JPALM, continuing to honour and learn from the vibrant cultures of Southeast Asia.

The ASEAN Young Business Leaders Initiative (YBLI) is a key part of the New Zealand Government’s ASEAN strategy. The aim of the programme is to facilitate trade and build connections between business leaders and entrepreneurs in New Zealand and Southeast Asia. The Foundation manages the YBLI programme on behalf of the Ministry of Foreign Affairs and Trade.