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 culture 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 at the Ground Floor of Mistsukoshi BGC.

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