AS DESIGNER, I WOULD encourage every woman to wear outfits they are comfortable in without compromising their image and style. For wives and daughters of president wannabes, it is not so much about adhering to a specific look, as knowing one’s parameters.

The image of these women, especially if negative, will surely have an impact on public perceptions of the candidate because we tend to associate image with values, and family members typically share a value system.

Frivolity is not necessarily a bad thing, and likewise is a bland, boring look. But if they want to use fashion as tool to gain public acceptance, they can work with a branding expert to produce a look that can help connect with people.

“Imeldific” might have a negative connotation, but sometimes we also seek icons we can look up to, admire and adore in the person of the first lady or first daughter—as long as they are not vulgar in displaying wealth and status, as this could be quite offensive and insensitive in an impoverished country.

I have not made clothes for them, but I know Camille Villar. She goes for an understated classic look. I think Rep. Cynthia Villar’s style is also classic, but I haven’t seen much of her in the media so I am not that familiar with her style.

If I were to do their wardrobes for the campaign, I would use color, as color attracts attention and it would help people have a visual recall of Cynthia. I would probably recommend softly tailored pieces—nothing flamboyant—like embroidered piña or linen tunics inspired by the traditional barong.

Camille has a classic/contemporary sensibility in fashion. She is obviously in the know in terms of trends. I feel that though she has a healthy appreciation for designer items such as bags, she chooses to appear modest and unpretentious. She seems to have a knack for pulling together a look that is both safe yet stylish.

I would recommend that she wear pieces that are fashion-forward and edgy as needed and to accessorize. Yes, she definitely has an edge. With her tiny waist and pretty face, all she needs if she becomes a presidential daughter would be an advocacy, which seems to be the latest trend among the youth.

In their case, fashion could be used as tool to gain a positive image leading to public acceptance. They will need a distinct, recognizable identity that people can connect with. They can remain true to themselves in terms of expressing their aesthetic, but they should also tweak their style to help them make a good, lasting, positive impression.