Kaayo Modern Mindanao exemplifies how fashion can transcend mere aesthetics to become an expression of identity and purpose
What started as a passion project has now evolved into a movement, celebrating Filipino craftsmanship while creating sustainable opportunities for women. Kaayo Modern Mindanao continues to redefine fashion with purpose, prioritising mindful production and cultural reverence above all. The brand is set to open its first-ever dedicated concept store at Robinson’s Magnolia, a milestone that coincides with the launch of its refreshed website, signalling an exciting new era for the brand. Kaayo is known for blending Filipino heritage with modern fashion and providing a platform for sustainability, culture and women’s empowerment through fair wages and environmental consciousness.
At the heart of Kaayo is a dedication to empowering women as creators and consumers. Founder and Tourism Philippine Board Secretary Marga Nograles beams enthusiastically: “I’m so excited for everyone to discover what the Kaayo team has been working on.” The new store will feature innovative retail concepts designed to showcase the craftsmanship of local artisans while making their works more accessible to a broader audience. Through this expansion, the brand strengthens its mission to uplift Indigenous communities by collaborating with skilled weavers and artisans from Mindanao.
To mark this occasion, Kaayo is set to unveil a new collection embodying the strength of the modern Filipino woman. The campaign features accomplished individuals who have supported the brand since its inception. Among them are gender equality advocate Tootsy Angara, Social Welfare and Development Undersecretary Aliah Dimaporo, business executive Odette Pumaren, model Apples Aberin and entrepreneur Kai Lim—women who epitomise the dynamic spirit of Kaayo. Above all, Kaayo is a formidable champion of sustainable fashion. Its impact extends beyond textiles, as each garment collaborates with the designers and 78 female indigenous weavers.
This ensures that centuries-old traditions are preserved while the artisans can sustain their families with fair wages. The brand also collaborates with non-profits and advocacy groups to further its mission of social entrepreneurship, guaranteeing that the benefits of its success ripple throughout the communities it serves. Each piece tells a story of heritage and craftsmanship, creating a meaningful connection between the wearer and the hands who have brought it to life. Additionally, conscious consumption and ecofriendly materials are held to the highest standard.
By providing employment and skills training to indigenous communities, the brand fosters economic independence to many artisans. The women who covet these pieces won’t just be investing in quality clothing—they will support an ecosystem of artisans, weavers and small communities that rely on these crafts for their livelihood. It is a step toward a more conscious and responsible fashion industry that values people over mass production, fleeting trends and quality over quantity.
The importance of sustainability in fashion cannot be overstated. As rampant consumerism contributes significantly to environmental waste, there is a minority of brands, such as Kaayo, who dare to offer a refreshing alternative. These are companies that prioritise mindful production, ethical fashion and heritage preservation.
“Kaayo has always been a way of sharing the beauty of Mindanao with the world,” Nograles reflects. “The new store and website will invite more people to experience Filipino fashion in a fresh, innovative format that honours our heritage and meets the needs of today’s discerning customer.”
