The new year marks a new era for Filipino designers, with homegrown brands breaking boundaries, going global, and finally getting the recognition they deserve.
In the fourth quarter of 2025, Adidas and local Filipino brand Proudrace dropped a major collaboration that instantly caught the attention of the local fashion and streetwear scene. The unexpected capsule blends Proudrace’s signature design ethos with Adidas’ athleisure-forward, sporty sensibility. Beyond the pieces themselves, the partnership signals something bigger—opening doors for Filipino fashion to be seen, recognized, and taken seriously on a global stage.
That said, this 2026, a new era for Filipino fashion awaits. With the door more open than ever, we are claiming and manifesting that local fashion brands dominate the global fashion scene. It’s finally time to turn the spotlight toward our local designers and give them the flowers they truly deserve.
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Indications From 2025
The past year has been an eventful one for the local fashion industry. We saw a wave of new homegrown brands emerge, young designers taking the leap and launching their own labels, and seasoned creatives returning with fresh collections. And really, it feels like this is only the beginning.
Beyond the rise of local brands, fashion fairs also found their moment in 2025. Where once people mainly looked to Artefino and the MaArte Fair, newer platforms like the Katutubo Pop-up Market and Purveyr Fair stepped in—giving up-and-coming designers a chance to showcase their work to a wider audience. These fairs didn’t just draw crowds; they sparked real buzz on social media, pulling in even those who don’t usually follow fashion and getting them curious about local brands.
Moreover, there was also a noticeable increase in international personalities wearing pieces from Filipino designers and brands. Take Patton, for example (a personal favorite, if I may add), worn by the likes of Jennie of BLACKPINK, Kelly Rowland, and K-pop stars such as Jeon Somi. I’m not saying local designers need—or are asking for—foreign validation. But moments like these help introduce the international fashion audience to the brilliance of our homegrown creatives.
Local Fashion Domination On All Levels
You’ve probably scrolled through your TikTok For You Page and seen pinstripe barrel pants being sold through a livestream, or a raw denim jacket being advertised by a micro-influencer through an OOTD check video with a TikTok Shop link attached to it. Surprisingly, a lot of these pieces are actually by local brands.
Filipino fashion has long carried a certain high-brow connotation—a cloud of exclusivity that makes it feel like an ‘if-you-know-you-know’ world. But with the rise of TikTok Shop, more emerging local brands, often more affordable, have found their audience online. This has made it possible for even those who don’t usually attend fashion fairs or markets to wear pieces proudly made and sold by local designers.
Gone are the days when local fashion chased niche international brands while the casual shopper settled for basics. Filipino fashion, whether on TikTok Shop, at a pop-up market, or in a designer’s atelier, is rising, thriving, and finally having its moment. This is our time. Homegrown talent is finally claiming the spotlight, and we’re here for it.
