My childhood encounter with the famous Pitoy Moreno happened when I was eight years old. My maternal grandmother, Leonila D. Garcia, the former First Lady of the Philippines, and my mother, Linda G. Campos, along with my Dimataga aunts, brought me to his legendary atelier on General Malvar Street in Malate, Manila. These were the unhurried years of the 1970s.
As we approached the atelier, I was enchanted by its fine appointments. The cerulean blue and canary yellow striped canopies shaded tall bay windows draped in fine lace—no signage needed, the designer’s elegance spoke for itself. Inside, we were led to a hallway adorned with Art Deco wooden filigree, and there was Pitoy Moreno himself waiting with open arms—”Kamusta na, Inday and Baby Linda,” as he fondly called Lola and Mommy.
“Ahhh Pitoy, it’s been a while,” Lola spoke with joy.
“Oh eto, may kasal na naman,” my mom teasingly smiled.
Linda Garcia Campos and Pitoy Moreno’s friendship started when they were students in the University of the Philippines in Diliman.
When Dame Margot Fonteyn came for a visit to Manila, Pitoy Moreno dressed her up for an occasion.
We had entered a world of beauty—porcelain figurines, ancient earthenware and pre-colonial relics. It was like stepping into a looking glass, only Pitoy could have imagined.
Destiny led me back years later when my mother Linda told me that Pitoy Moreno was working on his second book, Philippine Costume, and needed research material and editorial advice. At this point, around the 1990s, I was in between assignments—unsure of how a broadcasting graduate like me could possibly contribute to a fashion icon’s masterpiece. Fortunately, I agreed to the project.
Former First Lady Leonila D. Garcia and daughter Linda G. Campos in Malacañang Palace.
Returning to the designer’s atelier brought back a rush of pleasant memories. The gate opened, and there stood Pitoy Moreno, beaming as always.
“Come in, hijo. Let me show you what I have in mind—and call me Tito Pitoy, okay?”
He led me to his worktable.
“I want to publish a book that tells the story of Philippine fashion—from our pre-colonial roots to the present. A designer’s collection of images and heritage expressed in clothing.”
I was awestruck. “How can I help you?” I inquired.
“Did you know that your mother, Linda, was my barkada in the University of the Philippines in Diliman?” he grinned.
US President Dwight Eisenhower with First Lady Leonila Garcia and President Carlos Garcia in a state dinner at Malacañang Palace in Manila.
That friendship soon led to one of the proudest moments of the designer’s life. He had the opportunity to dress not only the First Lady Leonila D. Garcia but also President Carlos P. Garcia during his term. It was also during this time that the President of the United States, Dwight Eisenhower, came for an official visit to Manila. The designer was able to make clothes for the President, his daughter, and his staff.
“Eisenhower even asked for discounts on the barong Tagalog,” Tito Pitoy laughed.
Tito Pitoy then asked if I could find a terno he had made for my Lola, the former First Lady, which she wore for President Eisenhower’s state visit in 1960.
“How about her other ternos, dated from the 1920s to the 1960s?” I offered.
He lit up.
I scoured my Lola’s extensive closet—it felt like unearthing a legacy. Tucked behind layers of vintage ternos from countless fashion designers, I found that terno, which was photographed by Dick Baldovino along with other pieces for the book project. Once the project was finished and I myself had moved on, my bond with Tito Pitoy never wavered.
When my Lola passed away, he was deeply touched when I personally informed him of the sad news. Once, at the wake of former Vice President Salvador Laurel, he asked me to assist him in the placement of the medals in the chapel.
Philippine Costume by Jose Moreno is the designer’s collection of images and heritage expressed in clothing.
Tito Pitoy later invited me to his 80th birthday celebration—a dazzling Manila affair in 2012. During the evening’s festivities, he handed me a printed copy of Philippine Costume and added warmly,
“Thank you, hijo. I’ll call on you for the next one.”
The highlight of his career—and his most unforgettable moment—came during the Metro Magazine Gala fashion show: A Tribute to Pitoy Moreno, Fashion Icon. A collection of evening gowns spanning six decades—many of them unseen and tucked away in his atelier—were revealed that night. When the finale came, Tito Pitoy walked the stage, triumphant and waving to a sea of admirers. Longtime friends from the industry, society’s finest, and fashionistas rose from their seats and gave him a standing ovation.
It wasn’t just to celebrate his craft and ingenuity—it was to honor the man who brought elegance, history, and heart in every stitch.
]]>Running until October 29 at Ayala Center Cebu, an assemblage of fifteen (15) distinctly Cary masterpieces will be featured in different Ayala Malls on the following dates: November 5 to 12 at Abreeza Mall Davao, November 24 to 27 at Centrio Mall Cagayan de Oro, and from December 10 to 19 at Greenbelt Makati. Cary Santiago’s journey started in Cebu from the time he was seven years young playing under the sewing machine of his mother who was a seamstress by profession. His mastery in fabric manipulation was honed when he went to the Middle East and worked for an Arab couture house.
In 2004, he decided to come home and participated in the Philippine Fashion and Design Competition. Bagging the grand prize has fully opened his doors in the fashion industry where he instantly became the talk of the town. Cary Santiago is known for his intricate designs and masterful craftsmanship. His inspirations are all ignited by his passion for history, arts and culture, which were also influenced by his father who used to collect a library’s worth of Reader’s Digest at their home.
To date, Cary Santiago is known as the Master of Philippine Couture and is the favorite designer of many powerful women. Names such as Kris Aquino, Charo Santos-Concio, Dawn Zulueta are just some who comprise his clientele together with international stars Katy Perry and Tyra Banks.
Be inspired by the leading fashion icon’s taste and class. Celebrate Cary’s success and Cebu’s genuine talent at the metro’s premier destination for shopping, dining and entertainment. For the latest updates, like Ayala Center Cebu on Facebook at www.facebook.com/AyalaCebu or follow @AyalaCenterCebu on Twitter and Instagram.
Gracing the cover is the country’s top designer and Cebu’s pride, Cary Santiago. A creative leader in his own right, Cary is celebrating his 25 years in the fashion industry. Zee Lifestyle, under the helm of guest editor Melo Esguerra, pays homage to Cary’s silver jubilee by detailing his beginnings and his influences on young designers and the LGBT community, as well as by showcasing some of his most iconic work from over the years.
Cary joins other creative leaders who are constantly changing the landscape of fashion and design in the Philippines, and all over the world: Lyndon Neri, who was recently recognized as Wallpaper magazine’s Designer of the Year; Dan Boyarski, the world-class graphic designer who is currently the dean of one of the top design universities in the world; the abstract expressionist artist Dennis “Sio” Montera; stylist to the stars Alexis Lerma; François Nars, the man behind Versace ads and Vogue covers; Raf Simons, the visionary behind Dior; Diane von Furstenberg, whose famous wrap dress celebrates its 40th anniversary; and Hugo Boss’ new creative director Jason Wu, who ushered the rise of the Asian designers.
The Philippines’ Master of Couture Inno Sotto sits down with eight of Cebu’s most influential fashion forces—Arcy Gayatin, Butch Carungay, D’oro Barandino, Jun Escario, Monica Figueroa, Oj Hofer, Philip Rodriguez and Yvonne Quisumbing—for an evening of discourse on the fashion industry’s direction.
Read more in Zee Lifestyle’s Fashion Issue, out this month. Grab your copies at National Bookstore and Fully Booked. Online subscriptions are now available via Magzter.
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