Bob Lim
FASHION world has given birth to many talented artists of the fabric.
There’s iconic Diane von Furstenberg (she who created the merciful wrap dress), Vera Wang and a host of other fashion luminaries.
Locally, we have Harley Ruedas, Jed Sevilla, and Dexter Alazas among others. The latter has been weaving his magic over a handful of years. His name is familiar in the fashion firmament and likewise off the ramp.
The Cebuano designer has created confections for the longest runway, the wedding march, but he has also made a mark in haute couture. For instance, in 2008, he came up with Linea Sugbuana, a concept of non-conformist, casual wear.
So, how does the amazing Dexter assess his work and what things have contributed to his success? Find out with this interview.
Bob Lim (BL): How do you see yourself as a fashion designer in the present tense?
Dexter Alazas (DA): I feel that even after a decade of experience in local fashion, you have to further hone your skills. I realized that you can continually enhance your creativity by going back to the basics: in construction, draping techniques, and learning what works and what does not.
Marketing is also a big part of growth. And you need to know what direction you want to pursue in the next 10 years.
BL: What accounts for your success as a talent manager of beauty title-holders and models?
DA: I believe that a good eye for personality is important, plus that good intuition to spot the next hot image to hit the market soon. I don’t normally conform to the traditional runway model look: tall, super-skinny and edgy. A beautiful face and a great personality matter to me.
In my book, Joe Vince Canizares is the epitome of a male model.
A good bone structure, perfect body and that face that can launch a thousand ads.
The female counterpart is personified by Verns Buckley, whose charming good looks and that catwalk goddess (within her) have combined to reinvigorate Cebu’s modeling industry. No other Cebuano models have yet surpassed what they have achieved.
Among the beauty queens I’m handling, Karla Henry, who was Miss Earth 2008, is on the top of my list. The next beauty queens to watch out for are Jam Charish Libatog and Kris Tiffany Janson.
BL: What is the most significant development in your career over the past two to three years?
DA: (When) I celebrated my 10 years in the fashion business two years ago, I realized that I wanted to be more than just a designer and a model agent. I wanted to extend my services to styling and conceptualizing. That direction paved the way for the establishment of The Stylefirm, my fashion concepts and consultancy company.
We cater to malls, department stores, bars and clubs and hotels that want to bring in style elements to their events.
BL: How different is Cebu fashion today than it was five years ago?
DA: Fashion is a continuous cycle. In the ‘90s, I was one of the young designers. Now I see new breeds honing their talents and eagerly awaiting for their turn to shine.
I’m glad the market is growing. Made-to-measure clothes still account for a major portion in our business. We can’t compete with RTW in the malls so a good marketing strategy always helps.
The popularity of couture techniques made our job much easier.
Clients are now more open to international statements. As local designers, we don’t copy but make our own version inspired by design philosophy of international masters.