By Joy Agoylo
Rustan’s Makati launches Beneath the Riviera Sun, its Summer 2026 campaign inspired by the Mediterranean coast, focused on ease, light dressing, and understated luxury.
The in-store experience transforms Rustan’s Makati into a seasonal retail setting built around coastal references: sun-washed tones, relaxed silhouettes, and a softer approach to styling. Each floor carries its own mood: live jazz for womenswear, acoustic sets for menswear, and ambient soundscapes for beauty, creating a layered but cohesive experience across categories.
Activations throughout the space add interaction without overcomplication. Guests move through styling stations, beauty consultations, customisation corners, and small seasonal touches like gelato carts and summer drinks. The focus stays on discovery and ease of navigation rather than spectacle.
On the fashion floors, collections are presented in motion, highlighting resort-inspired pieces, relaxed tailoring, and elevated everyday wear designed to move between city and holiday settings. The intention is clear: wearable summer dressing, not trend-driven excess.
A dedicated edit, The Style Edit: Le Soleil de la Riviera, brings together key seasonal pieces across brands, offering a curated view of summer dressing that balances function and refinement.
The campaign extends across Rustan’s Shangri-La, Rustan’s Alabang, Rustan’s Gateway, and Rustan’s Cebu, running as a month-long rollout of seasonal offers and curated selections.
Across all stores, the direction is consistent: a simplified, elevated take on summer dressing anchored in experience, product, and ease of shopping.
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