ALBERTO taps Gabbi Garcia as first female ambassador as brand marks 35 years

Filipino lifestyle brand ALBERTO has appointed actress and style icon Gabbi Garcia as its first-ever female brand ambassador, signalling a new chapter for the homegrown label as it approaches its 35th anniversary this year.

Best known for its accessible, stylish footwear and bags, ALBERTO has long been a staple in Filipino households - quietly building its reputation on comfort, craftsmanship and understated elegance. But with this latest move, the brand is stepping into a more deliberate space of cultural relevance and youth resonance, evolving its legacy with a sharper brand image and fresh storytelling.

“We chose Gabbi because she truly reflects what ALBERTO is all about,” said founder Alberto Gaerlan, as quoted by The Philippine Star. “As we mark our 35th year with the ‘Everyday Elegance’ campaign, we wanted someone who embodies timeless beauty, effortless style and that unique Filipina charm, qualities at the heart of our brand.”

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It’s a significant shift - not just in tone but also in audience strategy. Garcia, with her easygoing yet aspirational appeal, represents the next generation of Filipinas navigating both digital and physical style spaces. The actress, who’s known for her authenticity, describes the opportunity as a personal milestone.

“I grew up seeing ALBERTO stores in the mall, so when the opportunity came, it really felt full circle,” Garcia shared. “I love that they’re a proudly Filipino brand that’s been around for years.”

Her connection with the brand is underpinned by shared values - rooted in Filipino ideals of family, quality and humility. “I always choose comfort and craftsmanship - cute alone isn’t enough. I move a lot, so I need pieces that keep up without sacrificing style,” she added.

The campaign, centred around the theme Everyday Elegance, aims to modernise ALBERTO’s image without alienating its existing base. Garcia’s personal favourites include a pair of strappy kitten heels - praised for being both comfy and elegant - and a suede bag that goes with everything.

For ALBERTO, this is more than a celebrity tie-in. It’s a repositioning effort aimed at deepening its brand equity while staying competitive in a crowded retail market. The Philippine fashion retail market is on a strong upward trajectory, fuelled by eCommerce, a rising youth consumer base, and rapid urbanisation - set to hit US$15.8 billion by 2033, according to IMARC Group.

“Our partnership with Gabbi Garcia represents this evolution, as we continue to introduce fresh collections that blend timeless appeal with contemporary trends,” Gaerlan added.

Upcoming collaborations between the brand and Garcia are expected to include exclusive product drops and curated collections - focusing on style that’s wearable, current, and grounded in everyday life. Garcia summed it up succinctly: “There’s an ALBERTO for every Filipina. I want them to see how these pieces can elevate their style without feeling intimidating.”

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