On the day of its launch, the holiday collection of Rustan’s designer Criselda Lontok hit the million-peso mark in sales.
“That broke the record among my salon shows,” said Lontok, whose namesake label has been a consistent top seller at Rustan’s Department Stores.
Most salable was the bomber jacket with floral appliqués, a first in her collection. Adapting the athletic leisure trend for mature women, Lontok made it with black and burgundy organza, contrasted with white and red flowers, another Criselda trademark.
Predictably, the kaftans with cascading ruffles, lightweight jackets and her signature dust coats in jacquard with damask and floral designs were also bestsellers.
Made with luxurious materials, the clothes cost P3,950 to P8,950. Yet many of the customers claimed that the Criselda Lontok brand was reasonably priced, compared to imported counterparts.
Loyal clients, who wanted first dibs at the new collection, shopped in the morning to avoid the rush of customers after the afternoon show. The dressing rooms were full, such that three customers were willing to share a cubicle.
Familiar styles
Models paraded in familiar Lontok styles: bold-printed jackets with bell sleeves; dust coats worn with tank tops and loose pants; flowing pants; and the Celine, a loose top with a cutaway front and a longer back.
The designer also introduced lace tops in contrasting colors.
Most of the customers said they bought the clothes for comfort and to hide their figure flaws, aside from the very feminine styles.
“Most of the models were in size 6. I don’t carry a size 4,” said Lontok.
At the salon show, Lontok presented a new set of muses, although younger than her base clientele. Some of these muses had been wearing her label.
Banker Jojo Ocampo would purchase clothes for her mother-in-law and her sister-in-law, a loyal Lontok client.
Asked why she agreed to strut down the runway despite her hectic schedule, Ocampo said: “The brand and the house, Rustan’s, are good names to be associated with. They stand for timelessness.”
Delighted
Entrepreneur and developer Joy Rustia was delighted by the new collection. “It’s so comfortable, and it can take you from the office to a party,” she said. “The kaftans can be worn on the beach.”
Marga Nograles, the exclusive distributor of Havaianas in Mindanao and founder of the modern ethnic clothing line Kaayo, modeled the sheer black bomber jacket. She first encountered the Lontok boutique while shopping at Rustan’s.
Nograles has been shopping for her mother Mary Ann Montemayor, and her grandmother Pat. “They’ve been her biggest fans,” Nograles said. “They wear her loose tops and shifts. I like the structure of the clothing, they are made very well and easy to wear.”
Elegant
Lontok’s daughter-in-law, Ria Fernandez, wears Criselda for special occasions. “They are elegant. The bold prints and patterned flowers make me look taller,” she said.
Lisa Chan-Parpan, daughter of singer-songwriter Jose Mari Chan, was introduced to Lontok by another loyal customer, Frannie Jacinto, who wears Lontok’s trapeze dresses.
Former banker Penny Lopez-Katigbak modeled a loose, red cutwork lace blouse and pants for daytime dressing and a silver cape blouse with a matching skirt for the evening.
Rustan’s chair and CEO Nedy Tantoco is sometimes seen in Criselda gowns and trapeze dresses. Philanthropist Marge Tambunting gets Criselda basics for her wardrobe. Politician’s spouse Chari Bagatsing wears the sheaths, while former diplomat Isabel Wilson invests in dust coats and regular blouses.
Inquirer chair Marixi Prieto wears the simple, round-neck blouse with three-quarter sleeves while her daughter Tessa Valdes owns many dust coats.
Educator Lorna Laurel buys the brocade dust coats and fashionable blouses.
Style and etiquette maven-turned-painter Conchitina Bernardo said 90 percent of her wardrobe consists of Criselda. “They are best for traveling,” she said.
From the collection, Bernardo picked the black, navy brown or beige pants. “The pants are gartered,” she said. “I don’t have to worry about the waistline and they are extremely comfortable for air travel.”
The pants are coordinated with solid-colored blouses and accessorized with scarves and bijoux to create a different look.
“The wonderful thing about Criselda’s clothes,” added Bernardo, “is that they are wash and wear. You just hang them over the tub. They are dry the next day. There is no need for ironing. They are practical. Her clothes make packing so easy.”—CONTRIBUTED
