Tuesday, December 03, 2019


From international and even to local brands, the current wave of having collection collaboration between fashion and beauty brands and celebrities is nothing new. However, throughout the years, this practice has lost its luster due to brands creating their own designs and simply using the names of their ambassadors and endorsers, and then declare these as “collaborations”. In this day and age where the “woke” market seeks for transparency and authenticity, efforts such as these may prove detrimental to the brand.

This was the guiding principle behind the recent collaboration between SECOSANA Bags, an iconic brand that has proven strong since 1996, and social media superstar Alex Gonzaga who has gained popularity due to her image of being raw, real and relatable. 

We wanted the brand to be relatable and to be appealing to more than just the millennial market. We wanted the brand and the collection to be true to who Alex is, designs that she appreciates and will use, so as to appeal to Generation Z” said Bea who is the Head of Sales and Marketing. 

“When we started envisioning the bag collection, we told Alex that she will definitely have a hand in the designs, the colors, the fabric, and the overall look.” 

And that was truly what happened. Working with the SECOSANA designers, Alex Gonzaga was part of the entire process from conceptualization to quality control, to ensure that the various collection pieces truly represented who and what Alex represented. 

This collection is who I am and what kind of handbag I truly love to carry --- small enough to be handled with ease, filling my most important personal items --- very functional; and yet exude freshness and a sense of style that one can match with whatever they are wearing,” said Alex Gonzaga. 

Alex added, “This collection is truly an expression of my passion for fashion.” 

Check out and purchase the entire Alex Gonzaga collection at www.secosana.com.ph and in Secosana boutiques. Selected collection items will be available in SM and Robinsons Department stores.

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