As Christmas approaches, the festive spirit begins to take over the country’s biggest malls, with towering Christmas trees and elaborate decorations marking the season.
While most Christmas-themed installations and decorations in other malls draw from Western customs, SM Aura took a step back to honor Filipino craftsmanship, providing both a festive experience and a meaningful tribute to the country’s cultural heritage.
Titled “Sinag at Saya,” the event featured a Christmas tree decorated with sustainable materials drawn from the country’s weaving traditions. The 33-foot tree was adorned with handcrafted items representing the Binakul of La Paz, Abra, and the Inabel of La Union, both known for their intricate textile work.
SM Supermalls President Steven Tan, who spoke at the event, emphasized the deeper message behind the decorations.
“As we light this tree, let it remind us of our commitment to preserve our cultural legacy and uplift our artisans and MSMEs,” Tan said, underscoring the ongoing effort to bring attention to local craftsmanship and the challenges faced by small businesses.
The event also served as both a cultural moment for the city of Taguig and a signal of a strong partnership between the local government and businesses in promoting Filipino culture during the festive season. The ceremony was attended by Taguig City Mayor Lani Cayetano and executives from SM Supermalls including Assistant Vice President for Tenant Marketing and Special Events Hanna Carinna Sy and Executive Vice President for Marketing Joaquin San Agustin.
Following the tree lighting, the celebration continued with a fashion show showcasing the work of local designers. Featured designers included Carl Jan Cruz, Rhett Eala, and Jor-el Espina, among others, who were joined by local fashion brands and accessory makers.
Cruz is celebrated for his unique ability to blend tradition with modernity in every piece. The show was divided into four collections, each showcasing different aspects of Filipino culture and craftsmanship.
The first collection, Simbang Gabi, featured designs by Rhett Eala, Jewelmer, and Vin Orias Manila. The second collection, Monito, Monita, showcased creations by Yoya, Hannah Kong, and Zarah Juan. The third collection, Pagtitipon, included designs from Arnel Papa, Plains & Prints, K & Company, Jor-el Espina, and Frankie General Store.
The final collection, Piging, was headlined by Carl Jan Cruz and Kultura, delivering a refined look that perfectly captured the essence of Filipino celebration.
