The fast-rising star was officially welcomed into the tootoomart family at their recent new collection launch at the atrium of the brand-new Glorietta 5. Together with her reveal, the brand also offered a peak into their new summer collection.
Women’s apparel brand tootoomart recognizes that as it adapts itself to the ever-changing fashion landscape to cater to the broadening sensibilities of its market. With a change in its logo (now in a streamlined minimalist black and gold design), an updated store layout, it also introduces a new image model.
In tune with their new look, tootoomart chose a celebrity endorser that was a simple girl that turned into a daring, risk-taking powerhouse that is one of the voices of the late teens and early twenties generation. An identifiable and relatable personality, pop artist Sarah Geronimo is the new hija.
“Now that she’s a woman in full bloom, Sarah’s fashion choices lean more towards sophistication and excitement, which aptly reflect the new tootoomart philosophy,” tootoomart marketing officer Ley Lacar enthuses. “Sarah’s transition into womanhood dovetailed perfectly with tootoomart’s reinvention. It’s a well-timed and perfect marriage!”
These include effortlessly wearable pieces that range from strapless day dresses, tailored sleeveless toppers, quirky separates and more refined evening looks. The color scheme is varied—bright solid hues for daytime, deeper ones for nighttime and lots of summer-friendly earth tones. There are also many printed garments (dainty florals, paisleys and checks).
Important pieces include a knee-length short-sleeved dress with plunging neckline in muted pink, a light trench with cropped sleeves paired with matching blouse and super short shorts and an office ensemble of short-sleeved vest and miniskirt. Also notable are the boho-reminiscent paisley top with relaxed pants and the off-shoulder optional shirt.
Geronimo came out in the finale in an off-white/blue/yellow number looking radiant and like a soon-to-be fashion icon.
Lacar cites the similarities between their target market and the singer, “tootoomart caters especially to young, career-driven Filipinas who, despite their work ethic, still lead very active social lives.” She further offers that their new garments and fashion standpoint are for women who prefer easy all-around day-to-night looks that can be professional without being too corporate.
The clothing store has been in the business for 15 years and they’ve been known to be the go-to place for safe and modest outfits. They’ve never really veered away from that into a more edgy, street-oriented identity. But this bold change might just be the beginning of a whole new tootoomart that’s trendsetting, hip and chic—something no one would’ve ever anticipated.
“tootoomart is now ready to shed its conservative image,” Lacar affirms.
When a girl becomes a woman, she gains a new sense of confidence, of style, of taste and of how she sees herself.
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