The Christmas season has always been one of magic. From decking out trees and homes with twinkling ornaments, to hastily ripping the wrapping paper off gift boxes, and simply coming together with family and friends—a Filipino Christmas is a celebration of enchantment and kinship.
This year, the Christmas spirit comes to life at Rustan’s in a year-long celebration of its diamond anniversary. Kicking off its celebrations on October 16, the brand readies itself to mark 75 years of bringing international brands and products to Filipino shoppers with its Christmas campaign, Once Upon A Christmas.
The centerpiece of the campaign is the transformed façade of the Rustan’s Makati. With storefront windows clearly visible along Ayala Avenue, the store displays eight storybook Christmas scenes: The Wish Upon A Star, The Enchanted Workshop, The Ribbon of Kindness, The Christmas Train, The Forest of Wonder, The Feast of Traditions, The Dance of Celebrations, and The Heart of Christmas. The rest of Rustan’s Makati is also illuminated in navy blue, blendingBlendingBlending refers to the technique of softening harsh lines between different makeup colors or products to create a seamless, gradual transition rather than visible, distinct edges. Proper blending remains foundationalGo to Blending Glossary with the night sky and allowing the Christmas lights to take center stage.
Inside the store, the Christmas spirit continues with limited-edition items, and store-exclusive events. Continuing the philanthropic legacy of the late Zenaida ‘Nedy’ Tantoco, former chairman and CEO of Rustan’s Commercial Corporation, the store launches its Angel Tree initiative, allowing shoppers to help fulfill the Christmas wishes of children in need. The initiative supports the Servants of Charity in Metro Manila and Everlasting Hope in Cebu, for whom Rustan’s is also organizing a Christmas celebration. For families with younger children, Rustan’s is also hosting Santa Claus meet-and-greets on select dates at Rustan’s Makati, Shangri-La, Alabang, Gateway, and Cebu.
And it wouldn’t be a Filipino Christmas without thoughtful presents—with beauty and wellness being ever-popular gift choices, collaborations with brand partners of Rustan’s are offering limited-edition, anniversary-exclusive products. L’Occitane brings its Barbotine Perfumed Body Lotion and Eau de Parfum together in a gift set designed for fragrance layering. Acca Kappa offers its Pneumatic Wooden Hair Brush in a travel-sized version for touch-ups on the go. And with a minimum single-receipt purchase of PHP 25,000 in-stores or online, shoppers can receive the Rustan’s Christmas teddy bear as a sweet commemoration of the season.
With the aim of continuously bringing fashion, beauty, craftsmanship, and creative expression to the community, Rustan’s looks ahead to 2027 under the theme “Shared Moments.” Across lifestyle, beauty, and culture, this long-standing retailer intends to offer shoppers more opportunities to interact with brands and take home keepsakes that extend the joy of the season long after the holidays.
Shop the Rustan’s brands in-store or online. For more information, visit Rustan’s on Instagram.
