MANILA, Philippines - British fashion is clearly in a class of its own. While it’s known for its classic elegance, it’s also got the same edginess that one can observe in French or even Japanese street style. But perhaps what sets it apart is that the British always seem to dress with comfort in mind. You’ll never catch a Brit wearing something that doesn’t feel “lived-in”—whether it be an ancient jumper or a pair of bright yellow army boots.
Local shoppers got a chance to see this up close at the culmination of the British Embassy’s Great British Shopping Contest, held recently at the SM Mega Fashion Hall. 14 homegrown British brands took part in the finale’s runway show: Burton, Clarks, Debenhams, Essensuals, French Sole, Lee Cooper, Marks & Spencer, Mini Lifestyle Products, Roos, Speedo, Toni & Guy, Warehouse, Berghaus, and Mitre.
These same brands had also participated in the contest itself. For a single receipt purchase of P2,500 in these stores, customers got a chance to win a two tickets to London through Etihad Airways. Jeshiah Christa Cruz of Koronadal City did not only win these coveted tickets, but also received £300 pocket money from HSBC.
Other shoppers did not go home empty handed. Diana Chung of Makati City won a P50,000 shopping spree from Marks & Spencer. Several other winners won club memberships to Fitness First, as well as gift certificates from the other participating brands.
It’s pretty clear that through this contest, local shoppers can learn just what makes British apparel so appealing to the global market: an uncompromising ease with style. When frivolity rules in fashion, sometimes you just need a bit of practical sensibility to set things right.
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The Great British Shopping Contest is part of the GREAT campaign, a celebration of the best of British business and culture. For more information about the GREAT campaign, visit the British Embassy Manila Facebook page and the Twitter account (@ukinthephilippines) or e-mail greatcampaignph@gmail.com.