The country’s leading marketers had fun on the catwalk as they modeled environment-friendly fashion, from casual to formal wear as well as Filipiniana ensembles, in an effort to promote sustainable marketing.
Cognizant of their power to influence hearts and minds, as well as the buying behavior of Filipinos, members of the Philippine Marketing Association (PMA) reaffirmed their dedication to sustainable marketing by hosting the PMA RAMP Fashion Show and Charity Auction Ball at Sheraton Collab, Newport World Resorts Manila.
As the association’s 70th anniversary milestone, the gathering, which saw some of the country’s seasoned marketing practitioners strut their stuff on the catwalk, also doubled as a fundraiser event.
The event spotlighted eco-friendly fashion, echoing PMA’s year-long focus on “SustAInability Marketing.” This theme advocates for green marketing campaigns rooted in circular economy principles and integrated with artificial intelligence.
In collaboration with sustainability advocate Tati Fortuna, president of Ucycle, the fashion show showcased designs by esteemed PMA members, including past presidents and community leaders. These designs emphasized the organization’s focus on maximizing resource utilization, reducing waste, and prolonging product lifespans.
The evening also featured a Charity Auction Ball, presenting donated luxury items, artworks and collectibles. Notable highlights included exquisite gowns by renowned fashion designers such as Michael Cinco, featuring Pia Wurtzbach’s iconic dress and those of other Hollywood celebrities. Artworks by BenCab were also up for auction, all in support of the association’s initiatives aimed at bolstering PMA’s community outreach, educational programs and industry events.
Percentage of the proceeds from the auction will benefit the Upskills+ Foundation, Inc., aiding communities in severe poverty through employment and income generation via community-managed microenterprises that promote circular and sustainability practices, as well as the Betis Symphonic Band 46, offering musical training and international competition opportunities to youth.
“As we celebrate 70 years of advancing marketing excellence, the PMA is proud to spearhead a move towards a more sustainable future,” stated PMA president Kathy Mercado. “This year’s PMA RAMP Fashion Show and Charity Auction Ball not only exemplify our commitment to responsible marketing but also strengthen our efforts to support the community and foster meaningful causes. With a focus on educating and inspiring our members and stakeholders to embrace sustainable practices, this event also serves as a celebration of sustainability, innovation, and camaraderie as we look forward to another decade of making a difference.”
