PHILIPPINE FASHION WEEK HOLIDAY 2011 | MEMO

Urban Chronicles is MEMO's latest line of carefully edited must-have pieces. “The concept revolves around how the city is this huge living entity that pulses with activity. With so many things going on at any given time, the city also presents different faces to the people who live in it – and these individuals, in turn, have a variety of stories to tell,” Lia Aranillo-Go, Brand Manager for Memo, reveals. “Memo is delving deep into these tales, while providing contemporary work wear that fit into every story’s setting.”

Urban Chronicles keeps in mind personality and even job type, zeroing in on key items and incorporating three of fashion’s hottest dictations – smart layering, color-blocking and sartorial touches – into them, not without the retail brand’s very own take, of course. “For color-blocking, instead of the usual pastels, we used neutral tones with accents for that timeless touch. Blazers and vests bring out the relevance of smart layering, and sartorial touches give pieces a more structured feel,” says Go.

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