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Close Up Joe Salazar: A Filipino Master Of Fashion

Joe Salazar: A Filipino Master Of Fashion

Joe Salazar: A Filipino Master Of Fashion
Joe Salazar, the artist and designer in his studio
By Marge C. Enriquez
October 29, 2020
Tragically, his time on this Earth was much too short. Nevertheless, the Master of Philippine Fashion Design, Joe Salazar, left an indelible imprint in the industry. In this piece, we pay tribute to the much-loved and respected designer

This feature story was originally titled as Joe Salazar: A Filipino Master, published in the May 2004 issue of Tatler Philippines.

As the King of Philippine couture, Jose B. Salazar (25 December 1944 - 14 February 2004) upheld the lofty ideals of creativity and craftsmanship in an era when fashion had become a commodity.

Salazar's signature was to imbue romanticism on correct technique and punctuate that with handmade decorative details. Inspired by his love for plants, his clothes stayed close to such motifs as leaves, petals and flowers, particularly roses.

Photographed by Denise Weldon for the Tatler Philippines' September 2002 "Power Issue"
Photographed by Denise Weldon for the Tatler Philippines' September 2002 "Power Issue"

He had humble beginnings in Batangas province. His passion for architecture and fashion was influenced by his parents' occupations: his father was a carpenter, while his mother was one of the best seamstresses in town.

After studying architecture at the Mapua Institute of Technology in Manila, Salazar enrolled in fashion design and pattern-making at Slim's School while working as a portraitist for well-to-do-people.

He became an apprentice for top designers Ben Farrales and Casimiro Abad, who gave him good grounding in the world of elite clientele and the opportunity to sketch clothes. Farrales imparted discipline, especially meeting the client's deadlines, and Abad fine-tuned him in the art of fitting.

Read also: Pitoy Moreno, The Fashion Czar Of Asia

Then Vice President Gloria Macapagal-Arroyo with daughter Luli Arroyo at the "Disenyo" exhibit at the Manila Hotel
Then Vice President Gloria Macapagal-Arroyo with daughter Luli Arroyo at the "Disenyo" exhibit at the Manila Hotel
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Philippine couture's most illustrious names in the Tatler Philippines' "Power Issue": Pitoy Moreno, Inno Sotto, Joe Salazar, and Ben Farrales

From United States-trained Rudy Diego, Salazar mastered technique and perfectionism, the core of couture. Aureo Alonso taught him clean workmanship and structural shapes. When he opened his first shop on Mayon Street close to Ramon Valera's atelier, Salazar's exposure to the master's elaborate beadwork left a deep impression.

Read also: The Legacy of Ramon Valera, The Father Of Philippine Fashion

Wedding gown creation for a bridal fair in 2000
Imelda Marcos wearing a Filipiniana-inspired floral embroidered gown
The designer's first Ramon Valera award-winning creation
 

Salazar rose from obscurity when he designed pant suits for Nora Aunor and later a debut gown for a party at the Sampaguita Pictures compound in 1971.

In 1975, Salazar earned his place in fashion by winning the Valera Award for his columnar gowns embellished with giant leaves and rococo patterns, seamlessly executed on traced beadwork. He astonished the judges with the flawlessness of his work: the handwork was as exquisite inside as it was on the outside.

First Lady Imelda Marcos was impressed with the designer's flair for the baroque. No other designer could outshine Salazar's pointillist beadwork and embroidery that looked as if they were organic. Marcos proudly showed off Philippine artistry to the world by wearing Salazar's ternos to state visits and for her appearances at the United Nations General Assembly.

An extremely demanding client, Marcos insisted that Salazar make for her a minimum of 10 fully-decked ternos a month. He had to turn away other customers—a disastrous business move. During the first EDSA Revolution, Mrs Marcos fled the country in style, clad in a Salazar off-white terno in his favourite fabric, silk chiffon. After the fall of the Marcos regime, the designer was shattered, having lost his business.

His untimely passing is a great loss to all the fans and followers of his unparalleled couture genius, a rare gem whose talent may never be unmatched.

During this downtime, his best friend, designer Rusty Lopez, tried to prop him up. After his recovery, another close friend, entrepreneur Ben Chan, gave him capital to help him back on his feet.

Read also: The Curious Case of Ben Chan

Joe Salazar circa 1970
Joe Salazar's last gown, created for Michelle Santos Lim, February 2004
 

Entering mid-life in the '90s, Salazar drew attention anew via the wedding gowns of socialite Christina Hagedorn, former model and TV executive Gina Leviste, scion Emilia Roxas and Mia Concio. Salazar slowly re-established his clientele through these high-profile events.

When the Vice President Joseph Estrada made his bid for the presidency, his wife Dr Luisa Ejercito and daughter Jackie, became friends of Salazar. During Estrada's presidential inauguration, Salazar reinstated himself at the top, as the designer for the new administration.

Salazar's perfectionism was legendary—and costly. While couturiers abroad started with toile, a muslin prototype of the design, Salazar went straight into making the gown. If he was dissatisfied with the outcome, he would throw it away and start all over again. He was unhappy with then first daughter Jackie Lopez's wedding gown, so he discarded the first version and made a new one from scratch.

Read also: Revisiting President Joseph Estrada's Final Days In The Malacañan Palace

The result turned out to be one of his best gowns: the 10-metre train featured beadwork and embroidery of the tree of life which, said Salazar, symbolized Jackie's new phase—the family life. Crystal beads that emitted subtle hues of pinks and blues accentuated the piece.

(From left) Kit Zobel at the Philippine Tatler Ball 2002, Charlene Muhlach at the Philippine Tatler Ball 2003, Nina Huang at the Philippine Tatler Ball 2003, Mons Tantoco at the Philippine Tatler Ball 2003, Tina Ocampo for the November 2002 issue of Tatler Philippines, Gina de Venecia for the September 2003 issue of Tatler Philippines
(From left) Kit Zobel at the Philippine Tatler Ball 2002, Charlene Muhlach at the Philippine Tatler Ball 2003, Nina Huang at the Philippine Tatler Ball 2003, Mons Tantoco at the Philippine Tatler Ball 2003, Tina Ocampo for the November 2002 issue of Tatler Philippines, Gina de Venecia for the September 2003 issue of Tatler Philippines

Salazar's collaboration with Tatler Philippines re-established the power of couture in the country. The pictorials portrayed the Filipina patrician—decked in Salazar confections—as strong, yet unabashedly feminine. Those editorials spurred society women to brandish his clothes like a medal of honour in special events.

Tessa Valdes at the Philippine Tatler Ball 2002, Raya Mananquil at the Philippine Tatler Ball 2002, Imee Marcos at the Philippine Tatler Ball 2002, Wynn Wynn Ong at the Philippine Tatler Ball 2003, Lucy Gomez at the Philippine Tatler Ball 2003
Tessa Valdes at the Philippine Tatler Ball 2002, Raya Mananquil at the Philippine Tatler Ball 2002, Imee Marcos at the Philippine Tatler Ball 2002, Wynn Wynn Ong at the Philippine Tatler Ball 2003, Lucy Gomez at the Philippine Tatler Ball 2003
 

The pictorials also depicted characteristics that ran through most of Salazar's work: tiers of silk chiffon and subtle sparklers on Jackie Lopez's gown for Tatler Philippines' maiden issue; the silk organza detail in art patron / Inquirer columnist Bea Zobel Jr's black and white gown; silk chiffon gracefully draping over civic leader Gina de Venecia's seductively fitted sheath; pink tulle underlays that enriched presidential daughter-in-law Angela Arroyo's pleated purple taffeta skirt. A trail of sculptural ruffles emphasized Representative Imee Marcos' voluptuous torso, encased in a column of fuchsia Thai silk. Luxurious details such as Swarovski stones snuggled on the shoulder and balanced by a nice bow in ostrich feathers on the hips of international model Sarah Meier's haltered gown were not added just for décor's sake, but to make the design come alive.

Since the '80s, Salazar had dished out variations of the sheer blouse with diagonal beadwork, resembling a constellation of stars. On celebrity Kris Aquino's cover, that black tulle top with beads on strategic parts revealed her 36-B bosom in high style.

Sarah Meier wearing Salazar's masterpiece for the August 2003 issue of Tatler Philippines
Sarah Meier wearing Salazar's masterpiece for the August 2003 issue of Tatler Philippines

Salazar did not design only elaborate formals. For the controversial cover featuring President Arroyo and her Cabinet in black suits and shades (a la Men in Black), he showed his mettle in tailoring by making the President a Mao-collared suit simply accentuated by a vertical flap. For his last cover assignment, he ingeniously created a modern terno for congressional spouse Nikki Teodoro—a strapless sheath topped with a bolero jacket with his trademark perfectly-pleated butterfly sleeves.

His reign was disrupted by throat cancer. His untimely passing is a great loss to all the fans and followers of his unparalleled couture genius, a rare gem whose talent may never be matched. Death has conferred prestige on the Salazar trademark and added more value to his designs.

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Close Up From The Tatler Archives Philippine Fashion Design Couture

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