Fashion website’s ‘reimagining’ of former First Lady Imelda Marcos draws flak online

Bianca Umali on Stail.ph Imelda Marcos-inspired fashion shoot. Photo:  Charlie Rodulfo/Stail.ph
Bianca Umali on Stail.ph Imelda Marcos-inspired fashion shoot. Photo: Charlie Rodulfo/Stail.ph

A lot of netizens are now fuming after a fashion shoot that was inspired by former Philippine first lady and outgoing Ilocos Norte Congresswoman Imelda Marcos appeared on a local fashion website called Stail.ph.

Photos and videos from the shoot featuring actress Bianca Umali were posted on Stail‘s social media accounts almost two weeks ago, but most netizens only discovered it yesterday after several people posted about it on Twitter.




Imelda, the wife of the late dictator Ferdinand Marcos, is known for her lavish lifestyle, as seen in her infamous designer shoe collection that reportedly included more than 1,000 pairs. She remains controversial today especially after being convicted of graft in November. However, she is currently free after posting bail. Her husband’s 21-year rule is also remembered by many for its numerous human rights violations and massive corruption.

The Marcos family has been accused of historical revisionism because of how they present President Marcos’ rule as a time of prosperity.

On its website, Stail called the fashion feature a “reimagining” of Imelda, who was described as a style icon.

“I have to be honest: I got mixed reviews about it. Some people thought it was a huge risk; the idea of romanticizing excess, they warned, may offend readers. Others thought it was a bold move whose time had come,” the magazine’s editor wrote.

Bianca Umali's photo on Stail's Instagram account. Photo: Screenshot from Stail.ph
Bianca Umali’s photo on Stail‘s Instagram account. Photo: Screenshot from Stail.ph

They decided to go ahead with the idea, believing that their website needed a “different perspective” when it comes to fashion and lifestyle.

“I believe that any new thing is going to feel a little strange, weird, and uncomfortable, like putting on a pair of brand-new shoes for the very first time,” she wrote. “It is not the most comfortable feeling, but girl, you know you look snatched. But that’s beside the point. I believe that this is the future, that we are the future.”

But critics did come for the fashion website, with netizens flooding social media with negative comments.

Dwayne.jpg wrote that he is not mad that Stail was “romanticizing excess.” What made him angry was the editors’ decision to completely disregard history.

Bianca Umali's photo on Stail's Instagram account. Photo: Screenshot from Stail.ph
Photo: Screenshot from Stail.ph

Elgingbm3 was equally unhappy, and wrote: “Is ‘reimagining’ the sanitized word you’re using instead of ‘historical revision’?”

The netizen also used the hashtag #ImeldaIselda (“Put Imelda in jail”).

Photo: Screenshot from Stail.ph
Photo: Screenshot from Stail.ph

Many people on Twitter are equally critical of the fashion shoot.

@sosyolohija wrote: “Imelda’s ‘impeccable taste in style’ is made possible by spending money she OWES to the Filipino people. To praise her style without condemning her billions worth of plunder is an ignorant act that promotes corruption and historical forgetting.”

@patchvalena wrote: “This isn’t simply romanticizing ‘excess.’ Nor is this a bold, boundary-pushing artistic risk to be lauded. This is the glorification of unconscionable and disgusting extravagance purchased with the lives and freedoms of the Filipino people.”

Coconuts Manila has reached out to Stail‘s team but they have yet to respond as of writing.



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