Long before modern runways, the historic streets of Tayabas City were graced by European dignitaries. These individuals flaunted their finest attire under the Spanish sun.
Fast forward to 2022, and that old-school elegance has officially been reclaimed and revolutionized. The inaugural PUSTURA Street Fashion Show was born from the visionary minds of Normandy Laureta and his team. This event didn’t just celebrate style; instead, the pavement was completely hijacked by it. A massive 200-meter stretch was transformed into the longest, most vibrant runway in the province. Consequently, professional glamour was blended seamlessly with raw, local heart. Ultimately, it was proven that high fashion does not belong in exclusive salons, but proudly on the streets.
The Ultimate Runway Takeover in Tayabas
Honestly, who would’ve thought the streets of Tayabas City, Quezon would become home to a massive fashion celebration? The whole event is wrapped up by an epic street fashion show. During this showcase, a 200-meter runway is completely owned by professional models and everyday locals. Notably, this is lowkey the longest ramp in the entire province, and maybe even that whole side of the country.
The PUSTURA Street Fashion Show was officially launched back in 2022. This milestone was achieved thanks to the vision of Normandy Laureta and his team. Specifically, something fresh and innovative was dropped into the week-long Mayohan sa Tayabas festival. This festival has been celebrating the patron saint of farmers, San Isidro Labrador, for over three decades.
Furthermore, the vibe is actually rooted in deep local history.
Back when Tayabas was the capital of Quezon Province during the Spanish era, downtown streets were strolled by European dignitaries in their absolute best outfits. As a result, everyone was left in awe.
Therefore, inspiration was taken by the team from that old-school elegance. Even the name Pustura comes from the classic phrase, “San ka ba pupunta at naka PUSTURA ka?” This is a common remark used for someone dressed presentably.
Our team’s main objective is to create an innovative spectacle from the traditional lineup of festival activities in this week-long celebration. This aims to draw a local audience to witness and participate in a stylish event.”
— Normandy on celebrating the traditional rites in Pustura.
This Year’s Highlights
This year’s event was a major success. A total of 10 different fashion houses from all over Quezon were brought together, plus Manila-based brand Locallae and Canadian clothing brand SCI Phils.
The Turnout: Nearly 300 people showed up for the casting call. Ultimately, over 150 pro and amateur models were chosen to walk the runway.
The Crowd: Thousands of spectators were drawn to the show, including local creators, key figures, and major regional tourism officials.
Official Support: The project was fully backed by Tayabas City Mayor Anthony Piwa Lim. In addition, it was recognized by the City Tourism Office as one of the festival’s premier events.
Meanwhile, the heavy lifting behind the scenes was handled by a dedicated crew. The project is led by Normandy Alvin Laureta, alongside Director Ramoncito “Monching” Leynes, and Project Executives Mardio Nino Nadera and Dr. Cesar Anthony Orias. Additionally, the rest of the creative execution was managed by Technical Director Jason Sabio, Visual Director Eric Calabano, Production Manager John Vergil Garcia, and Casting Heads Kier Alvarez and Cyra Villa.
By introducing an innovative street fashion show to the traditional Mayohan sa Tayabas festival lineup, massive crowds are drawn every year. This year alone, thousands of spectators were attracted, including regional tourism directors and provincial officers. Consequently, a major spotlight was placed on Quezon province.
For the Farm and its People
In reclaiming and honoring heritage, events like PUSTURA serve as a living bridge between a city’s historic past and its modern identity. Inspiration is drawn from historical eras, such as the legacy of elegance in Tayabas City. By embedding the event within traditional celebrations like the Mayohan sa Tayabas, local history is kept vibrant and relevant for younger generations. Thus, it proves that heritage isn’t dusty or static; rather, it evolves.
Moreover, a unique sense of collective joy is cultivated by a community-wide takeover of public space. A shared cultural milestone is created by dedicating an event “for the farm and its people” and honoring patron saints like San Isidro Labrador. As a result, immense civic pride is fostered, giving locals a reason to say:
This beautiful, ground-breaking spectacle is happening right here in our hometown”.
Dong Omaga-Diaz is an internationally-acclaimed designer, mentor, and creative force whose thoughtful eye and quiet elegance have guided countless young creatives. Whether in the atelier or the audience, he brings clarity, care, and just the right amount of drama to everything he touches.
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