The tagline that SM is known for is “we got it all for you.” Times may have changed and they have dropped this tagline but when you say SM, you remember this. After seeing the summer collection of SM Women and with a bold claim of #FashionforEveryWoman, we can say here in PSST that we definitely agree. The new summer collection of SM definitely has fashion for every woman of all shapes and sizes because they finally included plus size swimwear and summer wear.
The Brand DNA
“Our woman understands fashion,” says Jo Dy Juanco, SVP of SM Ladies Fashion, “it’s a constant conversation that informs our products — we work hard to provide clothing that lives up to our core DNA; accessible, affordable, and always in style.” It’s a brand that caters to every woman, fit to clothe all ages, body types and lifestyles with product lines that run the gamut from up-to-date fashion, to active wear, to sleepwear, to intimates; and now launching for s/s 2017, our new offerings for swim and resort wear.
Key Summer Trends
SM Woman’s new collection is cruise classic resort wear designed for the everyday modern woman. Of optic whites, tropical blues and subtle florals; crushed poplins, sporty synthetics and sheer tulles — the collection boasts a welcoming range of pieces that always cater to every age, shape and lifestyle.
The beachwear collection begins with a printed lineup of Botanicals, the look is elevated kitsch of the best kind. It’s swimwear separates tailored in sharp shapes: with only grommets, knotting and ties for detail. The Nautical set edges up classic one-piece swim styles with sailor stripes and lace-up detail. The Romantic collection is easy neutrals in flounced black and white bikinis; made poolside chic in sheer embroidered cover-ups cut close to the body. All swim styles are available in a wide range of shapes and cuts for all body types.
Resort for SM Woman s/s ’17 is a study on volume. It’s generous day dresses segmented with slits; asymmetric flounces paired with cropped ruffle trousers. The poplin collection does well with an exaggerated touch, a constant interplay between pleats and drapery. All-white is reinvented in resort-ready fabrications but still done up in effortless silhouettes and off-shoulder sheathes. Product drops in all SM Stores nationwide are from March to May 2017.
SM Woman Goes Global
The visual campaign is brought to life by an international roster of models from Ford Modeling Agency. The women were flown-in from New York and were selected to represent the archetypes of the new SM Woman: Adriana @adrianacernanova is feminine in her classic beauty, Clair @clairwesternberg is youthful with her elfin features, and Harmony @harmonyboucher is strong in her versatility, nuanced with a close-crop of jet-black hair.
A Celebration of All Women
SM Woman’s s/s ’17 is two things; an ode to summer and a celebration of all women. The launch of its newest campaign also kicks-off the beginning of Women’s Month in all SM Stores nationwide; that means a special promotion for all Wednesdays of March, 10% off on all regular-priced items exclusive to all women.
The new SM Woman campaign signals a return to form, and an ambitious vision for the future of Philippine fashion. Beginning with spring/summer 2017 — and upward and onward — SM Woman redefines homegrown fashion for the modern global Filipina, living up to its promise of being the Fashion for Every Woman. For style updates, new product deliveries and upcoming promotions, follow them @smwoman and @gtwbysm.