By JOHN ROLAND LEGASPI
Dressing and empowering Filipinas for more than two decades, Plains & Prints has been a household name for its classic style and its unique take on Pinay dressing, the core of the brand.
The brand first appeared at Shoppersville in Greenhills in 1994, growing from an 11-square-meter dream of a college girl to being among the top women’s apparel brands, serving beauty and sophistication.
Roxanne Ang-Farillas, VP of the Plains & Prints, embodies everything about the woman the brand dresses. “The Plains & Prints woman is someone who understands fashion and appreciates it down to its finest details,” she says.
Now celebrating its silver anniversary, the brand is pushing the boundaries of retail by collaborating with 15 of the top creatives of the country’s fashion scene.
Dubbed as “Beyond 25,” Plains & Prints’ 25th anniversary collection will feature clothes created in collaboration with designers Rajo Laurel, Randy Ortiz, Vania Romoff, Rhett Eala, Patty Ang, Rosanna Ocampo, Cheetah Rivera, Martin Bautista, Amina Aranaz, Maureen Disini, Anthony Ramirez, Mark Bumgarner, Charina Sarte, and photographers Wig Tysman and Mark Nicdao.
Dressed in neon, Roxanne sat with Manila Bulletin Lifestyle, sharing with us what to expect from the brand’s silver anniversary collection, its collaborators, and what it takes to build a retail brand and beyond.
• How long did it take you to put up ‘Beyond 25?’
It took us more than a year to do this whole project. This is the biggest and longest collaboration the brand ever had. We’ve done so many collaborations in the past, but nothing on this scale. And working with this creative group of Filipino artists is such an honor. It takes so much to accomplish it, but we wouldn’t have it any other way.
• How did you narrow down the artists you’d be working with?
We first started by picking the people we’ve collaborated with in the past. We like working with them, all the designers and photographers, but we also want to bring up-andcoming designers to the spotlight. I love working with young talents. They give me new ideas and they are the key to making the brand relevant. Having them all in one collection is a dream come true, not just for me, but for the people I work with. When you see the whole collection, you’ll see each of our collaborators’ specialties in a single garment.
• Looking back, what was the greatest challenge you’ve encountered in building the brand?
For one, it’s the rise of fast fashion and other international brands in the country. It somehow changed the local retail landscape and that’s where we thought of partnering with other artists. I admit it is never easy. But I always do collaborations, not just to keep us in line with the taste of our market, but to uplift our homegrown talents as well.
• Apart from its unique style, what makes Plains & Prints a choice for many Filipinas?
We just don’t buy our fabrics from the market. We create them. We conceptualize what the whole collection will be about, we design the fabrics, and then we focus on the details that come with it. Plains & Prints is not just about what’s in fashion or what’s uso. What you buy in Plains & Prints is an investment piece. It is elegant, sophisticated, and something you can wear years from now.
• What is the key to building a successful brand?
It is really important to know your target market and stick to that. For me, being the head of creative, marketing, and merchandising, I always tell my team to stick to our strength, which is producing our own prints. It is something that we are proud of. It’s always about quality and timelessness served in our every garment. Plains & Prints is a brand that’s known for dressing up Filipinas in clothes that celebrate their womanhood and make them feel good about themselves.
“Beyond 25” will feature 30 designs that will appeal to all kinds of Filipina—regardless of their age, skin color, and body type.
We gave each artist the task of creating pieces that reflect their personal take on our brand’s aesthetics and we couldn’t have been happier with the results. What we have here is a collection that has something for everyone.
The entire collection is set to be unveiled on July 23 at The Eye in Green Sun, Makati City.
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Tags: #Mark Nicdao, Amina Aranaz, Anthony Ramirez, Charina Sarte, Cheetah Rivera, John Legaspi, Mark Bumgarner, Martin Bautista, Maureen Disini, Patty Ang, Plains and Print, Rajo Laurel, Randy Ortiz, Rhett Eala, Rosanna Ocampo, Roxanne Farillas, Vania Romoff, Wig Tysman