SM Supermalls launches Zarah Juan’s groundbreaking “Barong Project”

The upcycled Barong Christmas ornaments are available at Outside the Box in SM Mall of Asia and at the Zarah Juan Shop.

SM Supermalls, in partnership with renowned designer Zarah Juan, SPARK! Philippines, the Caring Keri Foundation, the San Juan City Government, and the Bureau of Jail Management and Penology (BJMP) San Juan City Jail Male and Female Dormitories, proudly launched the innovative Barong Project at the Outside the Box in SM Mall of Asia.

(L-R): Male Jail Dormitory Jail Senior Inspector Marcelino Yu, San Juan Skills and Livelihood Center Program Head Marie O'neal Mendoza-Arquero, Female Jail Dormitory Jail Inspector Teresita Serrano, Caring Keri Foundation President Keri Zamora, San Juan City Mayor Francis Zamora, SM Supermalls Vice President for Corporate Marketing Grace Magno, renowned designer Zarah Juan, SPARK! Philippines Executive Director Maica Teves, and Materials and Production Manager Karen Punongbayan.

Reimagining tradition with sustainable creativity

This unique initiative reimagines Filipino tradition by upcycling used Barong Tagalog garments into stunning and intricate Christmas decorations. The Barong Project aims to empower Persons Deprived of Liberty (PDLs) through creative expression, while promoting sustainability and promoting community development. 100% of the proceeds will benefit the PDLs.

San Juan City Mayor Francis Zamora admires a Christmas decoration crafted from upcycled Barong Tagalog garments as part of the Barong Project.

SM Supermalls: Supporting local talent and business

"At SM Supermalls, we are committed to supporting Filipino talent and local businesses," said SM Supermalls President Steven Tan. "By transforming recycled materials into exceptional works of art, we are not only promoting creativity but also providing opportunities and instilling hope. This project makes every Christmas celebration more meaningful, and we encourage everyone to support local artisans and designers."

The Barong Project transforms upcycled Barong Tagalog pieces into elaborate Christmas decorations, supporting persons deprived of liberty (PDLs) and encouraging sustainability.

A project of hope and transformation

Designer Zarah Juan emphasized the significance of the project: “The Barong Project is a profound testament to our dedication to caring for people, honoring our planet, and preserving cherished traditions—a harmonious blend of compassion, sustainability, and cultural pride. It not only uplifts the spirits of the Persons Deprived of Liberty of San Juan City but also gives them hope and joy during the holiday season, paving the way for meaningful social transformation.”

Empowering communities and promoting inclusivity

Maica Teves, Executive Director of SPARK! Philippines, highlighted that the Barong Project promotes economic empowerment, confidence-building, and inclusivity, underscoring the importance of partnerships in uplifting marginalized groups.

San Juan City Mayor Francis Zamora expressed excitement for the Barong Project, underlining its potential to inspire more initiatives that blend tradition, sustainability, and livelihood development, while supporting PDLs through the proceeds.

Keri Zamora, President of the Caring Keri Foundation, shared that the Barong Project aims to provide income-generating opportunities for PDLs, promote equality, equip them with skills, and establish partnerships to combat stigma and create job opportunities.

Support meaningful giving this holiday season

The beautiful Christmas ornaments created from upcycled Barongs will be available for purchase at the Outside the Box in SM Mall of Asia and Zarah Juan shop, making it easy to incorporate sustainability and meaningful giving into your holiday celebrations. Each piece tells a story of hope, transformation, and empowerment. By supporting the Barong Project, you contribute to the livelihoods of PDLs, their families, and local artisans.

For more information on inspiring events, visit www.smsupermalls.com or follow @SMSupermalls on social media.

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