Yoya Gueco’s new boutique is situated in the prestigious East Wing of Shangri-La Plaza. Here, bright colors welcome shoppers; racks of clothes in contrasting colors and unique furnishings catch the eye.
“Everything is alive, all the walls are paper and every [nook and cranny] is meant to be whimsical,” shared Yoya of her namesake brand. “I wanted the boutique to be like ‘Alice in Wonderland.’ All the elements are slightly offbeat and [are meant to] keep you on your toes. I wanted people to come in and ask themselves, ‘What is this?’”
From the accordion-style benches to the designs on its racks, the new Yoya boutique seems to have placed a premium on whimsy. Yet, functionality is also apparent. Yoya’s utilitarian designs – from denim skirts to cargo pants – imbibe a sense of practicality alongside a fun aesthetic. “I always try to play in the middle of two extremes, so there’s a little bit of tension,” the designer explained. “I find that that’s where I’m most creative, when I try to put two seemingly opposite ideas together.”
In her designs, shoppers willfind unexpected details: pleats on denim, buckles on button-downs, and drawstrings on jackets. But in fact, these tiny additions aren’t just for the look of it. Yoya asserted that every detail has its purpose, “Details have to be both functional and beautiful.I don’t put details in just for the look of it, there’s always a purpose to them.”
Now in the fourth decade of her life, Yoya recalls her humble beginnings. She had discovered her passion for the industry as a child, inspired by a Barbie fashion playset. As a young professional, she had gone to work with Rajo Laurel before pursuing other goals abroad, in Canada. Only recently has Yoya’s name become a mainstay in high-society fashion circles.
In fact, Yoya the brand had only been established when the designer was 38 years old. “I was already about to turn forty when I returned to the Philippines [from Canada],” Yoya recalled. “I loved my life in Canada but it wasn’t challenging me as much and I suddenly found myself with the opportunity [to open my own brand].”
Pushed by a relative to further her dreams, Yoya had convinced herself to try it out before her fortieth birthday. “So at least if it doesn’t work out, I can still start over at forty,” she laughed. “I decided I was going to go for my dream now and, if it didn’t work out, at least I tried.”
Needless to say, Yoya’s efforts were not in vain. Her Canadian experience, coupled with a keen sense of observation, and an affinity for style have birthed collections enjoyed by countless women. One of her secrets? Never take everyday dressing for granted. “People in the Philippines always think that ‘dressing up’ means dressing formally,” Yoya mused. “If you go to a Filipino designer, you’re probably going to get something done to wear for an occasion. But in Canada, you can wear good, thoughtfully designed pieces every day.”
Today, Yoya empowers modern women with bright sartorial pieces that are consciously crafted, fun, and practical. “Wearing something thoughtfully designed can make anyone feel good and if we can replicate that feeling for everyday wear, I think it’s going to make a big difference in your life,” she smiled.
