AS THE opening show for Philippine Fashion Week Holiday 2010 at the SMX Convention Center, the SM Department Store showcased its passion for fashion with a modern mix of clothes, shoes, and accessories that gave the audience a fresh new look at the store.

"It's all about the versatility of clothes found in the store," said SM designer Anthony Nocom. "These are clothes that can be mixed and matched to create a casual or formal look. There's always something fashionable and creative to match different interests and lifestyles."

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The Ladies collection highlighted Resort, Casual, Work and Evening clothes that one can easily wear with one's signature style.

Resort evokes an endless summer with fashion picks that will brighten your day in the city or in the coast. These are feminine looks, exotic prints, and embellished pieces that one can wear to the beach and beyond.

Casual chic, on the other hand, is the order of the day, with playful clothes with a lot of unexpected twists. Stylish women will have fashion fun with this fab mix of basic, tailored, printed, and fluid pieces.

Work features clothes that work wonders in the boardroom and corporate meetings. High on the style agenda, these are perfect for ladies who lunch or after six events. Neutrals play a dominant role in this set with tailored and structured silhouettes intertwining with soft, easy fabrics for that polished look with a twist.

Evening-looks range form uptown sophisticate to downtown glam. Perfect for an intimate dinner, cocktails, the party circuit, and clubbing, the collection features a lot of black and white ensembles with a twist on styling and detailing, as well as the most elegant pieces with exciting details, modern silhouettes, and gorgeous fabrics.

The Men's Wear collection, on the other hand, had its own stylish take on basic casual knits, woven pieces, and classic formal jackets.

Also showcased were resort wear, and a lot of solid, printed, and striped brightly colored knit shirts worn with rolled up denim pants, and chinos.

The highlight of the collection was the many ways you can wear the classic formal jacket. Seen worn with tees and black or dark blue denim pants, formal jackets were updated for a young, fresh look.

SM's shoes and accessories collection also drew raves from the audience. The Parisian shoe collection revealed how this iconic brand has evolved with the times as it showcased two cutting edge trends in footwear: Natural Palette and Re-Belle with a Cause.

The accessories from SM's in house brands www for ladies and MSENSE for men were also a fashion revelation.

SM, the Fashion Store, has always been at the forefront of style and innovations with by promoting ready to wear fashion, supporting local designers, and continuing its efforts to bring in local brands at affordable prices. SM's collaboration with Philippine Fashion Week is another step in its support for the local fashion industry.

From the runways to the racks, the collection is available at the SM Department Store.