Travelling to the Philippines as part of the Fly-in Journalist Program for Manila FAME 2024 was an amazing experience. It felt like a homecoming of sorts, I was returning to my roots, after living in Australia for close to two decades. Personally, it re-energised my advocacy to continue to share our culture with the world. This experience gave me a direct link to creativity which can only be found in the Philippines.
FAME is an institution. For over four decades, it has been the zeitgeist for quality home, fashion and lifestyle products spanning generations. Stepping into the World Trade Centre felt like entering a new dimension, where art for art’s sake remains the focal point. Carefully curated designs spoke to the soul. Designers, exhibitors, buyers and visitors alike shared this unspoken language. The sense of wonder permeated across the halls.
The theme “Reimagination” challenges human creativity, to transform the rich raw materials found in the Philippines into “functional and aesthetic pieces as powered by Filipino design.” Every piece carried a story, it felt like a call, a lukso ng dugo (leap of the blood) from the generations who have come before and the progeny to come after. You felt it like a siren’s song, a language where no words were spoken but only felt.
This year’s theme also invites us to reimagine how we, as Filipinos, celebrate ourselves and our heritage.
As part of the Filipino diaspora, it’s easy to feel disconnected from our heritage, especially for those who were born in the land down under. Opportunities for connection to the culture need a certain level of proactivity. Yes, Australia is multicultural but there is still and always will be an element of otherness. That’s why it is important to create spaces wherein we can all thrive and celebrate our rich cultural history.
One of the earnest examples of this soft diplomacy in cultural promotion is through food. Because food serves as the gateway to exploring Filipino culture. I liken it to dipping your toes, a sort of litmus test, to anything Filipino. Once there’s a certain level of ease and comfort, you naturally progress to the next level. This is where Manila FAME comes in, a bridge allowing you to proceed to the next phase. A more intentional approach through fashion, furniture and homewares. It is a call to have something tangible, something you can see and touch, a way to be plugged into the matrix. There’s a singularity to Filipino design that is not found anywhere else in the world.
Patti Carpenter, the Global Trend Ambassador for Maison & Objet, Paris, articulated this beautifully: “I find it to be very inspiring, very innovative and different. I think they (Filipinos) have a tremendous amount of inspiration that they draw from nature and that particular type of inspiration connects with us as human beings in a way that other products do not.”
From rattan and wood to coconut beading, Filipino materials are not only crafted with skill but also infused with a unique perspective that brings them to life.
Carpenter emphasised, “What the Philippines is able to do with these materials is quite different. “Perspective is what separates the Filipino designer from anyone else in the world. Veering away from the Western lens, away from the sameness – it changes up the dialogue. It brings life and energy to a space previously unseen.”
Shaped by a deep connection to nature, community, and culture, this brings unparalleled energy to spaces across the globe.
Designers Who Define Filipino Creativity
Each designer and artisan I encountered represented a facet of Filipino identity, showcasing not just skill but heart. Pieces of art created are focused not just on form but also on substance. It is a measured study showcasing life through the generations, the fallibility of human understanding transcended by the reality of composition.
Rita Nazareno and Gabby Lichauco: Beyond Reality
With Design Commune: Home and Lighting, Rita Nazareno and Gabby Lichauco explored Beyond Reality, reimagining everyday concepts into stunning homeware. Working with 25 local manufacturers, they drew from global inspirations like Japanese Ikebana and Shibari while grounding their designs in Filipino traditions.
“It’s always easy to collaborate with Gabby,” Nazareno shared. “There’s a sense of joy in what we do, which we share with the communities we work with.”
We asked Nazareno, how do you balance commercial appeal with creative genius? “We don’t look at trends. I look at what interests me and also coupled by the craftsmanship; These things are made by hand, made by people with histories and narratives and you can see the passion and character in each piece and that’s what makes people gravitate towards it and these are what makes them seen and eventually bought and appreciated.”
Lichauco also shared his views “We also make sure that the designs we do are something that companies we work with, will benefit from it, either way selling(it) and getting noticed. In this digital age, everything is competitive, part of our work is not just to sell but to get the company’s brand noticed and our designs focus on that. Sometimes some pieces don’t sell straight away. Buyers now will find a fit, whether it’s a hospitality project or a retail project. So every piece has its own time.”
Their collection of 150 prototypes exemplified the playful yet meticulous spirit of Filipino design. What resonated with me was the way all the designs made sense. They were all imbued with a sense of purpose but also hit the high notes as far as aesthetics were concerned. None of them felt forced, they all flowed but remained structured. It invites you to reflect, look beyond and see what’s possible.
PJ Arañador: Championing Filipino Heritage in Design
Having been present since Day 1 at Manila FAME, PJ Arañador is an institution on his own. Showcasing his unwavering commitment to Filipino heritage, he has once again outdone himself in this year’s curation of the Artisans Village. Known for his ability to highlight regional craftsmanship, Arañador collaborates with micro, small, and medium enterprises (MSMEs) to transform traditional techniques and indigenous materials into modern, market-ready designs. His theme, “Uri” (which means “type” or “category”), captures the essence of cultural diversity across the Philippines.
A proud native of Iloilo, he has mentored thousands of students in his storied career. With no signs of slowing down, he is one of the pillars of the industry. Grassroots artistry and local craftsmanship take centre stage serving as a bridge between tradition and contemporary design. In a way, he serves as a design historian, ensuring the rich stories of the Philippines’ 7000 islands find their way to a global audience. His role at Manila FAME amplifies the beauty of regional crafts, reminding both Filipinos and the world of the Philippines’ cultural and creative wealth.
Maco Custodio: Drawing inspiration from Nature
Maco Custodio’s Parametrics collection, showcased in the fashion pavilion, challenged 13 local enterprises to create designs rooted in nature. Inspired by topography, biomimicry, and organic patterns, Custodio’s pieces told stories of connection and curiosity.
When asked about his process, he candidly replied “Basically the entire process, as a consultant, I want to reinvent something, allowing the company to come up in a democratic way, a dialogical space, wherein I hear whatever design problems you want me to solve. And together we came up with a design solution. The solution-based design is where it’s anchored but the dialogic process is how we navigate it. Each company had a word that grounded each design inspired by nature, such as geography, topography and natural phenomenon. The umbrella of course is Parametrics – ways of designing that fit into certain parameters.”
As a Filipino designer, Custodio isn’t just crafting beautiful objects; he’s shaping how the world sees the Philippines. “We’re selling more than products,” he said. “We’re selling the talents and the entire Manila FAME as world-class.”
Kenneth Cobonpue: Elevating Filipino Design Globally
A perennial icon of Manila FAME, Kenneth Cobonpue continues to redefine the boundaries of Filipino design with his groundbreaking creations. Known for seamlessly integrating traditional craftsmanship with contemporary innovation, Cobonpue’s work focuses on aesthetics but at the same time ensures function is not compromised.
When asked what inspired his latest collection, he declared “The Curio collection is inspired by the gentlemen who used to collect curio cabinets from specimens from around the world- taxidermy and trinkets in Victorian England.”
Cobonpue’s furniture and decor pieces stand as a celebration of Filipino ingenuity, blending indigenous materials with avant-garde forms. His participation highlights the Philippines as a powerhouse in world-class design with his success serving as a beacon of inspiration for emerging Filipino designers, proving that our local craftsmanship has a place in the global spotlight.
When asked about his design process, he replied “For me, it’s a lot about form, about aesthetics, like function is important but you don’t even want to try and sit on a chair if it doesn’t call to you. It has to draw you in, it has to attract you.”
From designing for Hollywood to keeping it closer to home, Cobonpue’s designs will always call to you.
Katrina Blanca De Leon: Genteel Home’s Elegant Tribute to Filipino Craftsmanship
Katrina Blanca De Leon, the creative force behind Genteel Home, showcased her signature approach to blending elegance with Filipino craftsmanship. This year, the collection showcased at FAME was in partnership with renowned architect Royal Pineda. Known for her custom furniture pieces that exude timeless sophistication, De Leon’s work highlights the depth of artistry found in Filipino design. “This collection, we want to make it as sustainable as possible and as non-toxic as possible and as organic as possible, in a world wherein almost everything is machine produced, we do handcrafted furniture pieces, we do use machinery for precision but it is still handcrafted, she narrates.”
A proud Filipina, De Leon advocates for women’s empowerment and stands as an inspiration for female entrepreneurs. “Being an entrepreneur, you start dreaming not just for yourself but for other people.” Having started out as a designer, she brings a fresh perspective to designs ensuring each piece meets her meticulous standards proving once again that classic, timeless elegance juxtaposed against modern nous never goes out of style.
Jed Yabut: Merging Tradition and Modernity
At Manila FAME, Jed Yabut, a rising star in Filipino furniture design, showcased his remarkable ability to merge the old with the new. Known for his contemporary take on traditional Filipino craftsmanship, Yabut’s pieces highlight clean lines and innovative forms.
When asked about his design ethos “We have to always differentiate ourselves amongst other furniture makers. The crux of what we do is we wish to put forth Filipino iconic forms and silhouettes and a Filipino nostalgic object and turn them into furniture, for example, the bunot (coconut husk) – a Filipino household tool used for polishing forms – we turned them into side tables.”
Yabut’s presence at Manila FAME is a reminder of how young designers are shaping a fresh narrative for the Philippines, one that resonates deeply with both local and global audiences. “It’s about putting the Filipino first.” It brings a sense of rootedness to his work and juxtaposes it with modernity. Through his creations, Yabut underscores the potential of Filipino artistry to stand out on the world stage while staying true to its cultural identity.
Calfurn: Standing the Test of Time
Creating furniture during the American occupation of the Philippines, Calfurn has stood the test of time with pieces being exported across the globe. They find what is on trend and cater to buyers. They have a full suite of designers pushing the boundaries of design while maintaining classical silhouettes. Julie Sarmiento, Calfurn’s President shares “We create products which are not only beautiful but also comfortable.” Selling over 5.8 million units over 48 years aggregately, it is no surprise that Calfurn continues to be a success worldwide.
Hacienda Crafts
Based on a sugar plantation in Negros, Hacienda Crafts is an enviro social enterprise borne out of a desire to help the local farming communities of around 200 families whose livelihood initially revolved around sugar.
When there were challenges to the industry, they started to diversify and create “tabletop items like placemats, candle holders and seasonal items for export, buying materials gathered and sourced locally.”
At this year’s FAME, they reimagined the abaca, which is mostly used for floral arrangements and to create beautiful lamps.
Manila FAME: More Than a Trade Show
Manila FAME 2024 is a movement. It’s a celebration of the Philippines’ rich heritage, seen through the lens of innovation and creativity. It’s an invitation to the diaspora to reconnect with their roots and to share the stories of our people with the world.
At the exhibition spaces, I saw more than the design, I saw home. And I saw a vision of the Philippines that inspires not just Filipinos but anyone who encounters it.
For Filipinos in Australia, the impact of Manila FAME extends beyond the Philippines. It raises the profile of Filipinos by showcasing the exceptional talent and ingenuity of Filipino artisans. It’s a reminder to the diaspora that our culture is worth celebrating and sharing with the world.
Susan Tayawa, owner of Perfection Combination in Victoria was one of the Trade Buyers who attended the event, “I started coming to FAME in 1997. The gifts and decor items are quite unique and I always find something different each time, all the pieces from the Philippines sell quite well.”
As Filipino-Australians, we have a unique role to play. By championing these designs in our communities, in our homes, and in conversations, we’re not just showcasing beautiful objects and meaningful designs, we are showing our proud history and being cultural ambassadors.
Loudly proclaiming who we are, with a singular voice in the multicultural tapestry of Australia
Let’s continue to support, share, and celebrate Filipino design. Manila FAME isn’t just about reimagining objects. It’s about reimagining how we see ourselves. We are telling our own story, in our own words and on our own terms.
