My SHOWBIZ SOSYAL column

Fashion Plus
By: Rowel Canlas

The “Lord of Scents”
continues to soar

Hitting it big is the ultimate dream of everyone. And maintaining humility amidst success is the hardest thing to do. But not with this guy who has remained self-effacing despite wallowing in wealth and fame.

Last week, I was able to meet my good friend Joel Cruz at the “Beauty & Wellness” exhibit in Trinoma. We had a lengthy tete-a-tete inside his well-decorated booth. Joel updated me on the latest trends in perfume industry and how people have become so engrossed with his Aficionado line.

Just a little trivia about how I met this mega-successful guy. I was one of his PR consultants when he formally launched Lovi Poe and Cogie Domingo as celebrity endorsers several years back. Soon after, we became instant friends. He would bring me to his parents’ house in Blumentritt and we’d have a sumptuous lunch with his amiable mom.

Sometimes, we’d go to his condo unit in Roxas Boulevard to conduct go-see everytime he needs models for upcoming shows or product launchings. Lately, we rarely see each other due to our busy schedules but he never fails to invite me on his birthday or Aficionado special occasions.

Through the years, the “Lord of Scents” has remained nice, charitable and down-to-earth. No wonder, he has become ultra-rich in so short a time. Every time we bump into each other, however, he has this ready smile and welcoming aura. Indeed, Joel Cruz is one lucky human being.

Joel’s thriving business continues to soar and he keeps on introducing exciting things for his brands. Opening more stores here and abroad is part of his long-term plan. In fact, another secret was revealed to me during our long talk. A few months from now, top matinee idol John Lloyd Cruz will be launched as JOEL CRUZ SIGNATURES' latest image model. He will be joined by other famous celebrities like Dennis Trillo, Ejay Falcon, Paulene Luna, Alfred Vargas and Ronnie Liang.

Currently, Aficionado-Germany has more than 350 stores nationwide, 198 of which are franchised, “Actually, our main concern now is to penetrate the global market. In fact, we’ve started marketing our products in Hongkong, Macau, Abu Dhabi, Japan, Dubai, China, Korea and very soon in Los Angeles, California. Both Aficionado and Joel Cruz Signatures (JCS) are doing good so we might as well market them simultaneously,” discloses Joel.

Central Affirmative Company, Incorporated (CACI) is the mother company of both brands and over 100 perfume products are being manufactured in their sprawling plant at Sterling Industrial Park in Bulacan. The plant has a fully equipped laboratory which is used for variety-testing purposes. It boasts of competent staff comprised of formulation chemists, process engineers and other professionals to ensure smooth operation.

Aside from running his flourishing business, Joel is also into collecting beautiful houses. Aside from his well-appointed condo unit in Roxas Boulevard, he owns a beautiful rest house in Tagaytay City. Situated at the breathtaking Canyon Woods, the Mediterranean-inspired mansion is surrounded with lush greeneries and airy ambiance. Another eye-catching feature of it is the marvelous perfume bottle-shaped swimming pool with Joel Cruz’s initials on it.

A well-traveled person, he likes going to various places every time he feels burned-out. Usually, he hies off to Amanpulo in Palawan for a much-needed break with his family. Once in a while, he flies to the US to visit his relatives.

Indeed, from a small kiosk in Ever-Gotesco Grand Central, Joel Cruz’s Aficionado business has morphed into a gigantic empire.

My SHOWBIZ SOSYAL column

FASHION PLUS
By: Rowel Canlas

ANGEL LOCSIN, Folded &
Hung image model

Her detractors might not like it but she’s still one of the most sought-after product endorsers in the country today.

ANGEL LOCSIN’s list of endorsements could be an envy of most celebrities in the local tinseltown. To think that she’s not that visible on TV lately, but still, she has accumulated a number of modeling projects to her name. And one of them is Folded&Hung.

For the past several months, Angel’s face and gorgeous body has been gracing the pages of glossy magazines and huge billboards all over the metropolis. In fact, they just wrapped-up a fashion pictorial for Folded & Hung’s summer campaign when I requested for Angel's photos.

Let’s face it, Angel has developed a cult following due to her immense popularity and innate charm. Whether she transfers from one station to another, her fans have remained loyal since day one. Indeed, Angel Locsin is one lucky individual.

According to my writer-friend from ABS-CBN, she started taping her new teleserye opposite Sam Milby and a host of other Kapamilya stars. Aptly entitled “Only You,” it's actually a remake of the popular koreanovela with the same title. To be directed by Rory Quintos, “Only You” will also have Diether Ocampo as another love interest of the in-demand actress.

Angel Locsin was chosen as Folded& Hung product endorser because she perfectly personifies the brand’s image of being hip and trendy. She has the aura of sexiness, confidence and style that the company look for. Aside from the fact that she’s young, fresh and successful, her astonishing fashion sense is simply hard to ignore.

F&H came to life in 1998 when former dentist named Ronald Pineda ventured into men’s and ladies’ apparel business. Since going into retail business was very lucrative, he decided to close his dental clinic and started selling clothes. Several years later, F&H captured a niche market and has become a byword among Manila’s elite fashionistas.

Aside from ready-to-wear items, F&H likewise carry colorful accessories that are very stylish yet easy on the pocket. F&H products reflect the lifestyle of its consumers with stylish, impeccable and fabulous clothes & accessories.

They also have undergarments, men's and ladies bags, perfumes and eyewear for the younger set. All the materials are sourced locally because the company aims to patronize Filipino products.

What sets F&H apart from other retailers is that it boasts of merchandise and marketing efforts that are in line with the company’s ideals and visions. Its foremost objective is to become the leading retail chain of stores that provide current and fashionable clothing at competitive prices.

The brand has received the “2005 Most Promising Franchise Of the Year” from the Philippine Franchise Association, a member of the World Franchise Council and the “Hall of Fame Award for Outstanding Filipino Retailer in 2005” from The Philippine Retailers Association and the Department of Trade and Industry.

Part of the company’s expansion program is to open more stores and provide employment to many Filipinos. More product lines will come out and collaboration with other industries, celebrities & personalities that will add excitement to the brand.

My SHOWBIZ SOSYAL column

FASHION PLUS
By: Rowel Canlas

2009 OSCARS Best Dressed Stars

Its awards’ season once again in Hollywood. After the much-ballyhooed Golden Globe comes the Oscars.

Around the world, people have been anticipating the Academy for the simple reason of finding out who made it in the elite list. To be frank, I am not really a “dyed-in-the-wool” foreign films enthusiast. I just watch them on DVD whenever I have the urge.

What I incessantly look forward to is the Oscars’ Red Carpet ceremony. I want to find out who wears who.

Hollywood stars usually wear expensive gowns by equally-famous designers. In fact, our very own Monique Lhuillier has been a regular fixture in this mega-upscale event.

In the recently-concluded Oscar Awards night, Hollywood A-listers arrived in flashy limousines wearing elegant gowns matched with expensive jewelries. Powerhouse couple Brad Pitt and Angelina Jolie led the pack of celebrities who sashayed on the famous carpet.

Fashion critics once again had a field day scrutinizing the gowns that these stars wore. As usual, Angelina Jolie topped the list of “Best Dressed” women looking radiant in a black gown by Elie Saab. Tomb-raider’s jewelry was provided by Lorraine Schwartz and her shoes by Ferragamo.

Best Supporting Actress winner Penelope Cruz looked very regal in Pierre Balmain’s off-the-shoulder white gown emphasizing her svelte figure.

But the night’s big winner was Kate Winslet who clinched the Best Actress plum for her poignant role in “The Reader.” The ever-beautiful Titanic star showed up in half-steel gray, half-transparent Yves Saint Laurent by Stefano Pilati dress matched with expensive bracelet and earrings by Chopard.

Meanwhile, fashion critics singled-out teen icon Miley Cyrus as worst dress actress of the night. Cyrus wore a floor-length silver gown that fashion authorities compared to a blinking Christmas tree. Others described it as an iceberg with a superhero belt. One vicious fashion editor even said she looks like a puppet. Whew. People can be so harsh, at times.

Incidentally, a competition for budding fashion designers was held prior to the main event entitled “Oscar Designers Challenge”. A Filipino named Alan del Rosario was included in the top 10 besting hundreds of young hopefuls wanting to penetrate the glitzy world of Hollywood. His black off-shoulder printed gown earned rave reviews from board of jurors.

Although del Rosario didn’t win any award, placing number seven was enough reason for us to be proud of our kababayan.

My SHOWBIZ SOSYAL column

My SHOWBIZ SOSYAL column

FASHION PLUS
By: Rowel Canlas

Jolina's trendy summer outfits

In the latest issue of SUNDANCE catalog, Jolina Magdangal once again showed her unique fashion sense donning colorful outfits perfect for the summer season.

Jolina looked every inch a style icon on the cover wearing a sexy blouse that bears her shoulders yet still looks very wholesome. Every page of the glossy brochure is worth staring at because of the countless items from casual shirts and blouses, leather shoes, bags, jewelries, children’s apparel down to cool accessories. In short, everything you need with regards to your clothing needs can be found in the catalog.

Magdangal, who is currently mending a broken heart, has been an image model of the popular brand for several years. The management believes that she’s been a big help in elevating the direct-selling industry to a higher level. Aside from her morning show “Unang Hirit” where she promotes Sundance religiously, Jolina has two other top-rating shows on GMA 7 namely “Dear Friend” and “SOP.”

With her effervescent and down-to-earth demeanor, she can easily blend with people from all walks of life. Indeed, after several decades in the local entertainment circuit, Jolina Magdangal’s luster hasn’t waned a bit.

Most of her contemporaries have either succumbed to motherhood or gone matronly but she maintains her slim figure and beautiful face. Perhaps it has something to do with her vibrant personality and positive outlook in life.

Sundance’ colorful catalog features an array of summer outfits that can be worn anytime of the day. For women on-the-go, a set of casual clothes are made especially for your discriminating taste. Sundance’ blouses and slacks can be a better alternative to lousy office uniforms that have seen better days.

For active young men, a set of denim jeans and comfy shirts are in-store for all of you. It can be matched with comfortable rubber shoes or leather sandals that are made of imported materials. Sundance’ foot wear has soft rubber sole that does not wreck your feet and protects them from swelling.

Even fat women can heave a sigh of relief because Sundance has come up with “Plus-Size Collection” fit for their liking. Definitely, these clothes can lift the spirit and self-esteem of every plump woman in our midst. In short, you don’t have to be ultra-fit to be a certified fashionista. Even if you possess a 35-inch waistline, you have all the right to be fabulously sexy.

MY SHOWBIZ SOSYAL Column

FASHION PLUS
By: Rowel Canlas

Michelle Obama, Woman of Style

In a jiffy, she has become the world’s esteemed style icon.

With her imposing height (5’11), MICHELLE OBAMA could have been a sought-after international model. But she opted to be a lawyer instead.

An alumna of the prestigious Harvard Law School, Michelle worked at the Sidley Austin Law Firm in Chicago as an associate specializing in marketing and intellectual property.

There, she met U.S. President Barack Obama in 1988 who was working as an intern. After several years of courtship, the two finally decided to get married in 1992. They have two beautiful daughters, Malia and Sasha.

In 1996, she became an associate dean of student affairs at the University of Chicago and established the University's first community service program.

Aside from being a doting wife to president Obama, Michelle has become more famous because of her impeccable fashion flair. In a span of several months, she has been hailed as America’s latest fashion diva.

What’s so noticeable about Michelle is her excellent style of dressing. No matter what clothes she wears, she does it with so much panache. Be it a designer’s gown or off-the-rack, Michelle carries it like a seasoned fashionista.

Case in point, the gown she wore during one of Barack’s inauguration balls. She looked every inch a woman of style in that white long gown executed by young, unknown designer Jason Wu.

The gown is made of ivory silk chiffon, embellished with organza and Swarovski crystal rhinestones and silver thread embroidery designed especially for the first Lady. Needless to say, Yu became a household name in the fashion world because of Mrs. O.

”It's thrilling. For a young designer, I couldn't ask for anything more than this," said Wu, whose design style combines modern lifestyle dressing and haute couture, according to his website.


During Barack Obama’s swearing-in ceremony, the towering U.S. First Lady looked very regal in a sheath dress matched with yellow-gold coat designed by American-Cuban designer Isabel Toledo. She matched it with a wide diamante neckline.

Michelle never fails to give new and young designers (like Wu and Toledo) the chance to showcase their designs. She could have easily tapped other famous designers but she opted to expose relatively unknown ones.

A quote in the current issue of TIME Magazine from designer Thakoon Panichgul was evoked instantly when he saw Mrs. O one afternoon, “She is someone with authority and style that people can look up to,” says Panichgul.

“It’s a new way of looking at fashion. It’s about confidence, power, intellect and being real.”

MY SHOWBIZ SOSYAL Column

FASHION PLUS
By: Rowel Canlas

Interesting history of two famous sneakers

Filipinos are known to be very meticulous when it comes to buying shoes.

Young and old alike have grown to like them for the simple reason that it’s a necessity.

But what baffles me to the hilt is the men’s strong attachment to rubber shoes. To the point of letting them go can be quite depressing, at times.

Especially in this genre where most people want their shoes to be branded or those made by international companies. Notwithstanding the huge tag price, they really purchase the “top-of-the-line” and most expensive ones.

To think that a pair of nice shoes can cost them a fortune. For them, it’s one way of expressing their feelings and it sort of empowers them when wearing a pair.

Several days back, I was watching a lifestyle program on TV that featured two of the most popular brands in our midst, ADIDAS and PUMA.

What’s so interesting to note is the tale behind it. I myself was stunned upon learning the history of these two giant names in the industry. When I was in high school, I have grown to like these brands for my Saturday P.E. class.

I still vividly remember during our regular volleyball session, I used to wear my brother’s Adidas sneakers. Not because of the label or anything (I’m not a brand-conscious type), but it makes me feel comfortable and that’s very important. I love the sole because it does not wreck my toes unlike other cheap brands.

Going back to my piece, not everybody knows that the owners of Adidas and PUMA are siblings. Yes, you read it right, they are real brothers.

In 1920, two German brothers, Adolf (“Adi”) and Rudolf Dassler were partners in their small shoemaking business. For some mysterious reasons, the two had a fall out during World War II disagreeing on everything from politics, wives to choose, the future of the company, among other things.

Rudolf left for good in the late 1940’s and set up his own brand named PUMA. Adi founded ADIDAS. To this day, the two are still considered as the strongest competing brands in the market.

MY SHOWBIZ SOSYAL Column

FASHION PLUS
By: Rowel Canlas

Cristine Reyes, MINT

Clothing image model


By the looks of it, transferring to Kapamilya network must have been a brilliant decision (and blessing in disguise) for this flawless lady.

Since moving to the giant station, her career started to pick-up and she's making huge projects one after another. Her own primetime teleserye entitled “Eva Fonda“, a remake of the Alma Moreno-starrer in the 70’s, continues to earn high ratings.

Indeed, CRISTINE REYES has come full circle.

Once in a while, I get to take a glimpse of Eva Fonda episodes and I can frankly say that this girl can act. She can’t be merely categorized as sexy star but a promising actress as well. Certainly, this is Cristine’s edge over other flimsy newcomers in the local entertainment circuit.

Finally, this younger sibling of Ara Mina has gotten out of her shadow. Not only that, she's been receiving lucrative modeling projects because of her sultry beauty, one of which is MINT Clothing. Recently, the company tapped Cristine Reyes to be its latest product endorser due to her fashion flair and impeccable sex appeal.

If you’re an actress, it is really imperative to look great and feel good all the time. Primarily, that's the reason why MINT signed her up for a one year endorsement deal. “Actually, I’ve been a regular client of Mint because I like the style of their clothes and fabulous accessories. That’s why I’m so happy to be their newest product endorser,” Cristine gushed. “They really make me feel fashionable every time I wear Mint apparel.”

According to a Mint insider, they are equally happy to have her on board. “We chose her because we believe that she will be a big star in due time. She’s a charming 19-year old with an innocent look and a sweet smile. She is also determined to succeed in showbiz and no star complex at all.”

MINT is slowly becoming the latest craze among fashionistas when it comes to comfy clothes and classy accessories. Owned by the very enterprising husband and wife team Stella and Jopet Sy, they personally manage the business from procuring raw materials to designing clothes.

No wonder, MINT has become one of the most successful clothing brands in the market today.

Back in 1998, Stella and her husband put up their first MINT store at Red Lane, Glorietta with an area of 15sqm. In a span of several months, it became a hit among young fashion enthusiasts and the sales have grown by leaps and bounds. Today, MINT has a total of 25 huge stores in different malls all over the country.

“Come to think of it, running your own clothing line is no joke. A lot of things should be taken into consideration. Since I design all the clothes myself, we have to keep abreast on the latest trends in fashion. The secret is, you must continuously innovate and introduce new things that will excite your target market,” Stella said.

As part of their year-long agreement, Cristine’s larger-than-life billboards will be posted all over EDSA and other major thoroughfares in the metropolis. “We do this primarily for brand recall and awareness campaign program. It really helps if you advertise because visibility is the key in this business,” Stella enthused.

Another factor that endears Reyes to MINT owners is her being cooperative. In mall tours or other activities requiring her attendance, she arrives on time and very professional to deal with. “In getting a potential product endorser, we strongly consider the professionalism, clean image and attitude of the person. Especially in this industry where stars tend to have appalling attitude, we conduct background check first before getting them,” explained Stella.