SUMMER KADA ADLAW

Summer Kada Adlaw is a culmination of everything Sinag By Ray had created so far, with the brand’s first clothing set at the center of it.

Until this point, Sinag By Ray had grown through individual pieces, scarves, hats, towels, and fans each made with the same love for playful prints, tropical color, and objects that feel at home under the sun. The introduction of clothing felt like a natural next step. For the first time, that world could be worn from head to toe.

The set was designed around ease: a loose silhouette, lightweight fabric, and prints that were never meant to be subtle. It was clothing made with tropical weather in mind and with the same lightheartedness that had shaped the brand from the beginning.

Summer Kada Adlaw became the moment to bring all of these pieces together.

The campaign was shot in Cagayan de Oro and brought to life by Ray’s good friend, Hannah Chiu, The two met in Italy while Hannah was studying Art Direction at Polimoda, their friendship eventually is translated to this collaboration, both work well together. Working from Ray’s creative direction for the collection, Hannah gathered her own team and took on the production of the campaign herself translating the world of Summer Kada Adlaw into the images that would eventually define it.

There was something especially meaningful about trusting a friend with that process. Sinag By Ray had started small and personally, with so much of its early work made through friends, familiar places, and people willing to create together. This campaign carried that same spirit, only on a bigger scale and in a different city.

The direction was simple: summer without trying to soften it. Heat, saturated color, playful prints, bare skin, easy dressing, and the feeling of living somewhere the sun is always close by. A little nostalgic and a little on the nose, exactly as intended.

More than introducing something new, Summer Kada Adlaw became a way of looking back at how much the brand had already made and seeing all of it exist in the same world for the first time.

But it is still only one part of the story.

Art Director Hannah Chiu

Photographer Eric Capillador 

Assists Vy Romanillos, Ban Naga

Models Zoe Cabanes, Khyla Judienel