ILOILO CITY — Actress Yassi Pressman turned a P500 find from Iloilo City Market into one of the most talked‑about looks at the State of the Nation Address on July 28, 2026. Her choice to wear a reimagined local terno sent a powerful message about Ilonggo craftsmanship, sustainability, and the creative potential hidden in everyday markets.
A Market Find Transformed
Pressman purchased two ternos for a total of P1,000 during a visit to Iloilo City Market, paying just P500 for each. She handed one piece to designer Emanuel Riñoza, who reconstructed it under the creative direction of Sef Loseo. The result was a vibrant, floral‑inspired ensemble that rivaled the most expensive couture gowns at the event.
The transformation showcased the skill of Filipino designers who can turn simple materials into high‑fashion statements. Riñoza used excess fabric to create a layered, blooming effect on the terno’s bodice, breathing new life into a traditional garment. Pressman styled herself with makeup done by her own hand and hair by Only Maja, completing a look that was both personal and proudly local.
Championing Ilonggo Products
Pressman’s decision to source her SONA attire from Iloilo’s public market shone a national spotlight on the province’s local economy. The Iloilo City Market, a bustling hub of native products, textiles, and delicacies, has long been a treasure trove for budget‑conscious shoppers and cultural enthusiasts. Her endorsement elevates the market’s profile as a destination for authentic Filipino fashion.
The actress explicitly thanked Iloilo for its creativity and urged support for Ilonggo products. Her message resonated with local officials and artisans who see fashion as a driver of tourism. When celebrities choose local over luxury brands, they inspire visitors to explore the same markets and workshops, creating a ripple effect for small businesses.
Sustainable Fashion on a National Stage
The reimagined terno also made a statement about sustainable fashion. By upcycling an existing garment rather than commissioning a new one, Pressman highlighted the environmental benefits of reusing and repurposing materials. The fashion industry is increasingly scrutinized for its waste, and her choice offered a stylish counter‑narrative.
Designers Loseo and Riñoza demonstrated that creativity, not cost, defines elegance. The terno’s transformation from a simple market piece to a red‑carpet gown required vision and craftsmanship. Pressman called the look “a dress that empowers both the beauty of local markets and queer creativity,” acknowledging the LGBTQ+ designers who contributed to the project.
A Tourism Boost for Iloilo
The media buzz around Pressman’s SONA outfit is expected to draw curious travelers to Iloilo City. The public market, already a must‑visit for its heritage architecture and food stalls, now has an added allure as a fashion destination. Tourists can experience the same stalls where the actress found her ternos and perhaps discover their own hidden gems.
Local tourism officials welcomed the attention, noting that celebrity endorsements have a proven impact on visitor interest. The story reinforces Iloilo’s identity as a UNESCO Creative City of Gastronomy that also nurtures design and textile arts. Each visitor who comes to hunt for a bargain terno contributes to the livelihood of market vendors and local artisans.
