Pitoy Moreno

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Pitoy Moreno
Born
Jose N. Moreno, Jr.

(1925-02-25)February 25, 1925
Manila Memorial Park
Other namesPitoy
OccupationFashion designer
Years active1950–2009

Jose "Pitoy" Moreno, Jr. (25 February 1925

fashion designer and one of the earliest advocates of the Maria Clara gown. He is much regarded by the Asian fashion field as the Fashion Czar of Asia. He established the spotlight on Filipino fashion in the world artistic fashion scene during the 1960s until his retirement, paving the way for young Filipino fashion designers in Europe, the Middle East, the Americas, and other parts of Southeast Asia.[3]

Early life

Moreno studied at the

fine arts. During his stay in the university, he joined the Upsilon Sigma Phi fraternity, where he managed to build a strong society network with Ferdinand Marcos, Benigno Aquino Jr. and Salvador “Doy” Laurel. He became close friends with Celia Diaz, who would later marry Doy Laurel, and the painter Araceli “Cheloy” Dans, who he gave his first hand-crafted wedding gown. In an interview, Moreno stated that during his stay in the University of the Philippines, he developed “a finer sense of the fashion world”.[4]

Career

Moreno became the president of the

Seattle, Washington, and New York City. His fashion designs appeared on the pages of fashion magazines such as Vogue, Harper's Bazaar, Holiday, and Le Figaro, where Moreno introduced the words jusi, piña and lepanto to world fashion, the first time Filipino fashion terminologies were incorporated in world fashion artistry.[5]

Due to his popularity from the 1960s to 1980s, many heads of state, royalties, and prominent personalities from Asia, Europe, and the Americas became his clients for decades. Prominent people who were adorned by Moreno's artistic beadwork, embroidery and hand-paintings include

William McCormick Blair, Jr.
), and Filipino celebrities.

Moreno also authored the books Kasalan, a fashion book about

Filipino weddings, and Philippine Costume, a book on traditional Filipino dresses. He was regarded as the Fashion Czar of Asia by French tabloid Le Figaro, sealing his status as fashion royalty. The title later on was used by the Asian fashion community in defining the artistic works of Moreno. Despite the fame, Moreno was known by many accounts for his rooted behavior where he would give-away his prized gowns for people who cannot afford lavish weddings.[8][9]

In 1962, Moreno designed a dress for Puerto Rican actress Rita Moreno for the Academy Awards where she won Best Supporting Actress. She later wore the same dress at the 2018 ceremony where it made news. The dress is now on display at the Academy Museum of Motion Pictures.[10][11][12]

Retirement

Due to old age, Moreno retired from his craft and became an adviser to young fashion designers, passing on his knowledge on artistic beadwork on different Filipino fabrics.

In 2009, Jose "Pitoy" Moreno was declared as a

Fashion Design by President Gloria Macapagal-Arroyo. However, this was met with protest by other National Artists, such as Bienvenido Lumbera (National Artist for Literature), who told media that the category of Fashion Design was not an accepted art form and was simply dressmaking, not art. The Supreme Court issued a temporary restraining order (TRO) on the conferment of the National Artist award to Moreno and six other recommendees. Later on, the National Artist title on Moreno and three other recommendees were revoked by the Supreme Court in 2013 after finding that former president Arroyo personally conferred the award to the four people, without undergoing to a traditional process made by the National Commission for Culture and the Arts. A few years later, it was clarified that fashion design is under the category of Design in the National Artists roster, making Moreno eligible to be conferred the award in the future through the traditional conferment process.[13]

Death

Moreno died on January 15, 2018, at the Manila Doctors Hospital, where he had been confined for the past few years for debilitating ailments. It was later confirmed that he died due to heart attack. Prior to his death, he has been called a "pillar of Philippine fashion" and "a significant cog of Philippine society".

Manila Memorial Park.[15]

See also

References

  1. ^ "The Man Who Redefined Passion for Philippine Fashion". 4 November 2010.
  2. ^ "Pitoy Moreno, famed Filipino fashion designer, dies". 15 January 2018.
  3. ^ "Pitoy Moreno, top Filipino fashion designer, dies, 88". 16 January 2018.
  4. ISBN 9789715694124
    .
  5. ^ "Pitoy Moreno, famed Filipino fashion designer, dies". 15 January 2018.
  6. ^ The Fashion Czar Of Asia is how the world press calls Jose “Pitoy” Moreno Archived April 14, 2010, at the Wayback Machine, showcase.eyp.ph
  7. ^ Ybiernas, Nonoi D. Pitoy Moreno: A National Treasure, The News Today Online Edition, Iloilo City, thenewstoday.info, November 14, 2008
  8. ^ The Designer as Author, showcase.eyp.ph
  9. ^ "5 things you probably didn't know about Pitoy Moreno". 17 January 2018.
  10. ^ "Rita Moreno Re-Wore Her Gown From The 1962 Oscars Tonight". Harper's Bazaar. 5 March 2018.
  11. ^ "See the Dress Rita Moreno Re-Wore at the 2018 Oscars". Vanity Fair. 4 March 2018.
  12. ^ How Rita Moreno's Iconic Oscars Dress Landed in the Academy Museum, retrieved 2022-12-30
  13. ^ "Court: National Artist award for 4 invalid". 16 July 2013.
  14. ^ "Pitoy Moreno, top Filipino fashion designer, dies, 88". 16 January 2018.
  15. ^ Tantiangco, A. (16 January 2018). "Pitoy Moreno's family shares wake details, asks guests to forego flowers". GMA Network. Retrieved 26 October 2019.
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