THE Philippine Marketing Association (PMA) reaffirmed its dedication to sustainable marketing by hosting the PMA RAMP Fashion Show and Charity Auction Ball at Sheraton Collab, Newport World Resorts Manila, marking its 70th anniversary milestone fundraiser event.

The event spotlighted eco-friendly fashion, echoing PMA's yearlong focus on "SustAInability marketing." This theme advocated for green marketing campaigns, rooted in circular economy principles and integrated with artificial intelligence.

In collaboration with sustainability advocate Tati Fortuna, president of Ucycle, the fashion show showcased designs by esteemed PMA members, including past presidents and community leaders. The designs emphasized the organization's focus on maximizing resource utilization, reducing waste and prolonging product life span.

The evening also featured a charity auction ball, presenting donated luxury items, artworks and collectibles. Notable highlights included exquisite gowns by renowned fashion designers such as Michael Cinco, featuring Pia Wurtzbach's iconic dress, among other pieces from Hollywood celebrities. Artworks by BenCab were also up for auction, all in support of the association's initiatives, aimed at bolstering PMA's community outreach, educational programs and industry events.

Percentage of the proceeds from the auction would benefit the Upskills+ Foundation Inc., aiding communities in severe poverty through employment and income generation via community-managed microenterprises that promote circular and sustainability practices as well as the Betis Symphonic Band 46, offering musical training and international competition opportunities to youth.