SM is Sosyal Much

Once upon a time, SM was synonymous to "so masa." People who saw themselves as "discerning" and "fashion conscious" wouldn't touch SM with a 100 foot pole, much less be seen within a 100 foot radius of the store. The stuff they sold were either made with low quality fabrics, or the designs were more divisoria than divine.

Last year, when we finally stepped on the massive mall that is SM Mall of Asia, the first thing I noticed was the merchandise of SM Department Store. Their in-house brands had designs and fabrics that could very well go up against Zara. In fact, they had a number of dresses that were Zara knock-offs. (Now there's a thought. A knock-off of a knock-off.) But unlike the usual knock-offs which are usually of lower quality, the ones at SM were at par. It was like buying a Zara for 1/4th of the price.

The past few months, I've been marveling at the continuing quality upgrade of SM's clothes. Each visit, a new surprise would be sprung -- and I'd instantly text Arnie. Surprises like seeing Jojie Lloren and Dennis Lustico's diffusion lines being sold exclusively at SM. Or how Vittorio Barba and Cesar Gaupo have set up their brands there. Or how the latest dress of their SM Studio Line is SO Lanvin.

Another day, another surprise.

While waiting for Mark, I wandered off to SM Department Store Makati, which I think is now better than any Rustan's store I've seen. There was one part of the 3rd floor that looked refurbished, and upon closer examination, I had to do a double take to make sure I wasn't seeing things.



SM Makati now carries BCBG by Max Azria. Gosh! In Hong Kong, this brand is being carried by Seibu and Lane Crawford - two of the shopping capital's most posh department stores. And now, you can find the same brand at the same place that used to be "so masa."

Add to that, they also now carry Max and Cleo - which is Max Azria's younger (and cheaper) line.



This means that SM is really serious in changing their image and making them THE go-to store for every Filipino - masa or fashionista alike. At the rate their going, they'll be seen as the country's answer to Seibu very, very soon.