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Ayala Malls Abreeza believes in fashion as a force of creativity, commerce and cultural influence. As the retail company treads the dynamic fashion landscape, it acknowledges its vital role in keeping brand ecosystems and consumer-facing interactions intact by creating platforms to showcase trends, products and visions. The result is a runway spectacle that takes the lead in the resurgence of fashion shows in Davao City: Lookbook Fashion Trends Outlook.
Lookbook was born in the midst of the growing anticipation for fashion shows to return to standard retail experiences. This is the first fashion show to have been staged since the COVID-19 pandemic. This event innovates a path for the local scene that was severely affected by post-pandemic episodes where local and global brands missed the opportunity to present trend cycles. Revenge shopping behaviors became prominent in 2022 and retail sales saw an uptick in 2023. The year 2024 was identified as the best time to feature brand offerings to seize fashion opportunities that can impress retail interactions and transactions among people who are now enjoying going out more often and being seen donning fresh looks.
Lookbook was mounted to reinforce Ayala Malls Abreeza’s image as the Davao Region’s premier shopping and lifestyle destination. This spectacle sought to ignite the community enthusiasm for fashion trends and inspire them to elevate their style to fit the times.
Lookbook drew local and global elements in the show’s stage design and runway looks. It featured popular high street and athleisure brands like Mango, Marks & Spencer, Lacoste, and Nike alongside ensembles and looks produced by local luxe wear designers from the Davao Fashion Design Council, the region’s most active and engaged fashion professional organization.
During the show, a glimpse into the latest global trends were brought to prominence. Looks from the local designers also strung a captivating fashion story that set a vibrant mood and style agenda for the year ahead. The participation of local designers in Lookbook was important because it explored creative possibilities to inspire the consumer fashion experience.
The brands generated buzz and local designers were given generous spotlight. Lookbook was a win-win situation and the event highlighted Ayala Malls Abreeza as a catalyst in fashion’s return.
Lookbook was an instant hit. The event was enjoyed by an audience of about a thousand shoppers. During that day, foot traffic peaked at 51,030 which is 7.4% higher than the previous same-day weekend. Social media conversations about the experience were also evident through the way the audience posted content using the hashtag #LookbookAbreeza. The featured photo set of the event caught fire among the communities with 141,766 impressions and 8,727 engagements. The success of the event was also highlighted by the stories that landed in both print and online news media.
As a fashion event, Lookbook presented three things that model what success in retail comeback looks like: previews of style permutations from big brands; an upclose scan of creative local artistry; and a steady gaze towards a year of vibrant colors and outlooks. All are an embodiment of Ayala Malls Abreeza’s idea of fashion that is truly in the now.
Nomination Title: Fashion Trends Comes Alive in Ayala Malls Abreeza’s Lookbook
