Heroic icon’s face, the sun and 3 stars found in the Philippine flag, the yellow-colored ribbon, the color of Philippine flag and other national icon has become a grand-slam design in collared shirts, simple shirts, caps, bags, mugs, jackets, shoes, car plates, and even in the strap of wrist watch. Nowadays, many consumers are patronizing these “PINOY PRIDE” merchandise because this aims to endorse patriotism. In a time that rallies are not anymore alluring to the unconventional youths this has become an effective way of expressing sentiments and showing consciousness in the course of fashion. This act gives birth to the branded nationalism and fashionalism wherein the genuine definition of nationalism has been modified. It is tantamount to say that our country at present is what we show off, and this has become a strong identification of being an authentic Filipino citizen. Indeed, more of our countrymen then saw that wearing a caricature of a heroic icon’s face is an expression of one’s “NATIONALISM”.
Renaissance of Nationalism
Encarta Dictionary defines Nationalism as excessive devotion to nation: excessive or fanatical devotion to a nation and its interests often associated with a belief that one country is superior to all others. While Merriam-Webster dictionary define it as loyalty and devotion to a nation; especially : a sense of national consciousness exalting one nation above all others and placing primary emphasis on promotion of its culture and interests as opposed to those of other nations or supranational groups. Others will define nationalism as a political ideology that involves a strong identification of a group of individuals with a political entity defined in national terms. In the 'modernist' image of the nation, it is nationalism that creates national identity. There are various definitions for what constitutes a nation, however, which leads to several different strands of nationalism. It can be a belief that citizenship in a state should be limited to one ethnic, cultural or identity group, or that multinationality in a single state should necessarily comprise the right to express and exercise national identity even by minorities. Abruptly, these definitions of nationalism have become modified and domino effect to the revival of nationalism in the present time because of the modern cultural tradition embraced by the Filipino populace.
Fashionalism and Branded Nationalism are the innovative outcome of the new era expressing one’s nationalism.
Fashion+Nationalism= Fashionalism. The term is attributed to designer Rhett Eala who created a collection of collared shirts and polos for Collezione C2 in 2006, deliberately using the Philippine archipelago for design. This is to introduce nationalism into fashion, making the veneration of national icons hip, fun, and urbanized, says Eala. The designs became a hit and it is not astounding that other designers ventured into incorporating the symbols of nationalism in their merchandises as well.
In fact, ODM Watches, Nike and Adidas produced merchandise with the Filipino Pride icons not to be outdone by the most hit design in the Philippines. Indeed, Manny Pacquiaos’s unstoppable victories and fame give birth to voluminous packs of shirts, bowler IDs and other items produced by Pacquiao’s team.
This trend is not even stopped by the death of our national icons. In fact the death of Francis Magalona and of our late president Cory Aquino contributed to further growth of fashionalism.
President Aquino’s death was no different. Prof. Schedar Jocson from the University of the Philippines College of Arts and Letters believes that amidst the yellow ribbons and beautiful bouquets, yellow shirts with her face pasted on them were also available during her wake and burial. Famous polo and collared shirts brands also produced items with a yellow ribbon beside the Philippine archipelago. And inevitably, Ninoy Aquino again became a staple shirt design, even after his face has taken part in the birth fashionalism during the “I am Ninoy” campaign. From many accounts, some fashion experts and social scientists believe that the “I am Ninoy” campaign started it all.
“Fashionalism, as we know it now only started during the celebration of Jose Rizal’s 100th death anniversary when there were a really massive number of items with JR’s face on them.” Jocson added.
Years past, here we are call to nationalism in the course of fashion. Is fashionalism an effective way of expressing nationalism or a mere trend?
In the first place, these items were targeted to the young consumers who are unaware of the icon’s history and fully aware of the latest fashion statements and season hit designs. Fashionalism serves as an identification of becoming an authentic Filipino Citizen but not a genuine nationalistic, because becoming nationalistic requires struggles for the nation and not only by wearing an apparel embossed the national icon’s that identifies you as Filipino.
Branded Nationalism. The concept of nationalism has risen up and it comes with a price tag. Clothing industries are innovative in making designs, like the death anniversary of know people and the primary colors of color wheel as an efficient marketing strategy.
Wendell Capili, an English professor and a popular culture expert from the University of the Philippines College of Arts and Letters says in an interview that “self-expression can be achieved in many ways [and these] clothes can be very strong statements.”
The first people behind this “branding” may have the most immaculate intentions. If they, Capili added, have made sure that these “emblems and colors are utilized to achieve a particular effect on citizens,” then they’re moving towards nationalistic.
Domino Effect to the Populace
The alteration of the genuine definition of nationalism has become a phenomenon. Big cities like Manila are now in the state of nowhere in presenting the real nationalism. Nationalism as of now became a fashion statement of every individual. Indeed, not only the youths are patronizing this kind of nationalism but even politicians wear these statement shirts during the days of campaigns. The nationalism defined by the society today taints the mind of the youth, instead of showing the preeminent meaning of nationalism by means of joining the struggle of every Filipino to fight for its independence and democracy it resulted to passivity of every Filipino youth that through wearing an apparel printed with the national icon’s is enough in showing the nationalism to one’s country. Masses became independent to the dictate of the capitalist “this-that-and this will be”, line suggest that what will be the season in will be oblige to follow, hence nationalism was diverted into mere fashion. The 3 stars and sun are the prominent design in presenting the nationalism of one’s country. A lot of people believe that these symbols are indisputable depiction of true nationalism. However, nationalism cannot be define by a mere symbols nor wearing any apparel printed with heroic icons or nationalistic icons, but it is clearly defined of what we did for our country, what we shared in the society for the progress of the whole nation and not only by the progress of the companies selling and persistently producing these products that gives bogus interpretation of nationalism.
