It’s been happening slowly but surely… Japanophilia in the Philippines is on the rise. Part of that narrative is Japanese fashion and an even more exciting excerpt is that Japanese luxe fashion labels, such as FRAY I.D. and SNIDEL, are finally in Manila.
Japanese are celebrated the world over – notwithstanding the Philippines – for churning out brands and innovative designs (whether in fashion or otherwise) that are aesthetically edgy, albeit very functional; relevant to the times, and yet also timeless.
The Philippines has always been fascinated by and patronized Japanese culture and creativity, and so the metro’s newest iconic Japanese lifestyle hub, Mitsukoshi BGC, which opened its doors last November 2022, brought both closer to the Japan-loving Filipino, and among its thrilling tenants, FRAY I.D. and SNIDEL.
Feeding into that narrative is Federal Retail Holdings, Incorporated (FRHI). As purveyors of Japanese fashion and culture, the retail group was drawn to both FRAY I.D.’s and SNIDEL’s ability to bridge modernism, functionality, and art. Both brands have always made modern Japanese women, from all walks of life, feel vibrant and empowered – no matter the occasion or milestone – and FRHI wants to share that feeling with Filipinas.
Empowering women through dress is what propelled FRHI’s vision of bringing SNIDEL and FRAY I.D to the fore of Philippine fashion, rendering the newly-minted store the ultimate and latest destination to offer Japanese clothing for the independent and established woman. Secondary to this was the company’s desire to highlight the synergy between the Japanese and Filipino cultures of dressing. Shares Micah Diaz, Head of Marketing for FRHI “We have always known that Japanese brands are made with the utmost craftsmanship and quality. Japan, while an understatement, has been the industry leader for a long time in terms of fashion, especially street fashion; particularly the subcultures of minimalism, Lolita, cute, or “Kawaii.”
The FRAY I.D. and SNIDEL store is located on the Ground Floor of Mistsukoshi BGC
ABOUT FRAY I.D.
FRAY I.D., whose style proposition is comfortable cutting-edge business wear, officially debuted last April 2010 at a joint fashion show of Mash Style Lab’s brands in Tokyo. Its first boutique opened on August 28, 2010, at the famed Nagoya shopping mecca, JR Nagoya Takashimaya. Then in 2013, FRAY I.D.’s grand launch saw British model and global fashion icon, Alexa Chung, fill the desirable post of brand ambassador. Simultaneously a beacon of bold elegance and fierceness in women’s fashion, the media personality, writer, and fashion designer is the epitome of a style maven that represents and embraces the FRAY I.D. wardrobe in that she defines the rules and is not afraid to take risks.
The DNA of Fray I.D. speaks to women in their late thirties – and perhaps an even more mature clientele – who are looking to augment their wardrobe with empowering pieces.
ABOUT SNIDEL
Established in 2005, SNIDEL already possesses a strong presence in Asia. Currently, it has stores in Japan, China, Hong Kong, Taiwan, Singapore, and Thailand. Its first store and only store out of Asia – which opened in 2018 – is in New York. At a glance, the SNIDEL DNA speaks of a “street meets formal” concept wherein street culture and unique style are infused with elegance. Here, the objective is to enhance the beauty of a woman’s silhouette by placing the utmost importance on quality and paying very close attention to details.
Relatable to women in their early 20s to 30s, SNIDEL has a knack for serving up looks that work from day to evening. The SNIDEL woman is both expressive and versatile; she styles herself with confidence and does not let trends define her.
Both FRAY I.D. and SNIDEL offer a unique proposition to the Filipina so there’s something for every stylish lady, every occasion, and also Manila weather-appropriate. Moreover, new styles will be released on a weekly basis so there will always be something fresh to look forward to.
The Spring/Summer 2023 collections for both exude a sense of “freedom” as the label designers wanted to celebrate and highlight the transition from the pandemic to where we are today – free to be ourselves. It is difficult to select a certain piece/style from the collection.
The boutique’s design keeps within the aesthetics of what the brands are known for. It has a minimalist feel that will focus on and highlight the merchandise well. Most of the accent pieces are made from recycled materials which adhere to the brand’s commitment to sustainability. As soon as you enter the store, you will notice the glass wall with SNIDEL’s logo was made from recycled materials.
ABOUT FEDERAL RETAIL HOLDINGS, INC.
Federal Retail Holdings, Incorporated, is an affiliate of Federal Land, Inc., one of the country’s premier real estate developers creating innovative and well-built property developments such as residential homes, commercial and retail spaces, modern office buildings, world-class hotels, and integrated communities for over 50 years. FRHI is primarily focused on bringing Japanese brands to the Philippine retail landscape. The company aims to bridge unique and dynamic retail experiences to its consumers as well as to dovetail its products and services that gratify a multitude of lifestyle choices through an ever-growing spectrum of options. As a luxury retailer, the company aims to grow the presence of Japanese brands in the local market and expand its portfolio by catering to varying lifestyle categories aside from fashion.