How Imelda Marcos brought the Filipinos to the world’s center stage
Imelda Marcos has faced criticism for her lavish and extravagant lifestyle. However, she defended her actions by arguing that she was setting a new standard for art, beauty, and culture in the Philippines, as stated in her book, ‘The Art of Living,’ published in 2010.
She was a driving force behind the construction of cultural and trade centers that contributed to the promotion of Filipino arts, products, and culture worldwide with a single mindset: “A glorified culture for the masses.”
Imelda Marcos played a key role in redefining and promoting a certain standard of beauty that was reflected in the Philippines’ success at the Miss Universe pageant, with the country winning two titles—where she was at the helm.
The nation spoke one language of beauty with Imelda at the helm.
Frivolity and extravagance
Although she boarded up the streets of the Metro to cover poverty, she addressed the housing, health, and youth issues of the poor while flaunting her gowns, shoes, and diamonds.
In her interview with CBC Canada in 1983, Imelda justified her extravagance by saying, “As First Lady, I have to flaunt love and beauty… which is some kind of frivolity and extravagance… when there’s so much deprivation. And yet it is basic for survival of a human being—beauty and love.”
Imeldific: A glorified identity for the Filipinos
Despite the frivolities, Imelda’s pizazz reflected what some, if not more Pinoys, would have wanted: To elevate and create a unique Filipino culture and identity through arts, fashion, and her extensive collection of “shiny objects.”
She created a glorified culture for the Filipinos rooted in a similar kind of nobility to our Asian neighbors have. After all, we once had a complex system of titles and honorifics used extensively even before Spain arrived.
Imelda put the Philippines into the world’s center stage—although one may argue it’s merely perception. It may not have fed the poor, but it did provide, in a sense, that things would be better in the future.
Imelda created a glorified culture rooted in nobility.
Put on that show and the rest will follow.
1. The Order of National Artist of the Philippines
Imelda Marcos is the quintessential advocate of Philippine arts and culture. She was the patron of the country’s highly acclaimed national artist Botong Francisco, among many others.
On April 27, 1972, President Marcos Sr. issued Proclamation 1001, creating the ‘Order of National Artist of the Philippines.’
Marcos’ decree paved the way for the recognition of Amorsolo, Botong Francisco, Abueva, Edades, and Manansala, among others, during the Marcos era.
2. Imelda’s Culture: Art, music, drama, and dance for the masses
Imelda brought to the country one of the most celebrated pianists in the world, Van Cliburn. She inspired our conservatoires to raise talents of our own by patronizing classical music for the “unlearned Filipino.”
Imelda was on top of cultural events that launched world-class pianist Cecil Licad to the world center stage. Licad later said she credits her success to Mrs. Marcos.
Following the construction of the Cultural Center of the Philippines (CCP) by Imelda Marcos, the Tanghalang Francisco Balagtas theater, also known as the Folk Art Center, was erected in 1978.
Her aim was to provide a less formal venue for the Filipino masses to appreciate folk arts.
Filipino talents shone through festivals of music, dance, drama, and films, celebrated in Imelda’s public theater.
During the 50th anniversary of the CCP in 2020, the board of trustees honored Imelda for shaping the arts and culture of the country. She was the founding chair of the CCP, created under E.O. No. 60 by President Marcos Sr.
3. Imelda’s terno: The pride of Philippine fashion
The Maria Clara gown or two-piece terno was the fashion standard before the one-piece version became popular in the 1940s. Terno was not introduced by Imelda but by National Artist Ramon Valera.
Valera reinvented the loosely Baro’t Saya by introducing stiff but elegant butterfly sleeves and cinched waist that Imelda popularized.
With fashion czar Pitoy Moreno, Imelda and her coterie of “Blue Ladies” modeled the terno using jusi and piña. Moreno’s contribution to the history of Philippine fashion culture is unparalleled, and he owes it to Mrs. Marcos. [Metro]
Augie Cordero calls it the “golden years of Philippine fashion with Imelda, setting the standard. “Nobody would set foot in the CCP in denim.” But under Cory Aquino, Cordero felt she could not be bothered about the arts, he said.
Dressing for the masses
Imelda Marcos dressed for the masses. She was quoted as saying they expected it of her. Cordero noted that she mingled with and hugged the poor and expressly forbade her Blue Ladies from carrying hand sanitizer.
4. Imelda’s trade fairs: She labeled Filipino products world-class
The First Philippines International Trade Fair
In 1976, the “Chamber,” precursor of the Philippine Chamber of Commerce and Industry, proposed the “First Philippines International Trade Fair,” inspired by the Canton Trade Fair. The problem, the country did not have a trade hall.
As chairwoman, Imelda had Philcite built in six months. In such a short period, they got 20 countries out of 70 embassies in Manila to join the trade fair, including the US, Japan, China, and Russia. [Bernie Cahiles-Magkilat]
Additionally, Imelda Marcos commissioned the Coconut Palace as a way to exhibit the exceptional raw materials found in the Philippines.
Empowering the youth: The future of the country
Marcos also looked heavily into raw material exports to Europe and improved labor policies for the OFW by establishing the National Manpower Youth Council (NMYC) in 1975.
The NMYC paved the way for TESDA, which continues to equip Filipinos for local jobs abroad.
The same year, “A la découverte des Philippines” was an exhibition of Philippine products at Parly, France, among other trade shows she actively pursued locally and abroad. [AP Archive Video]
BONG BONG MARCOS: THE RISE OF PHOENIX OR THE AQUINO’S KARMA?
The Steel Butterfly: It wasn’t all about beauty; there were also guts
With her elegant demeanor and soft-spoken manner, the “Steel Butterfly” was known for her ability to get things done. However, in order to achieve her objectives, she was not afraid to break protocols and established norms.
For example, Imelda invited herself to critical political events in the United States. She often came unannounced and asked an audience in the White House. Protocol officers called her a “pest” and “gate crasher.”
She was able to socialize with high-profile figures such as Mao Ze Dong, Prince Charles, Muammar Khadafi, and Pope John Paul. This achievement was regarded as a remarkable feat that only someone like Imelda Marcos could have accomplished.
To get what she wanted, she broke protocols.
The Tripoli Agreement
In 1976, President Marcos sent his wife to Libya a couple of times to charm Muammar Khaddafi. She convinced the former strongman to terminate aid and support for the communist rebels in the Philippines. Imelda’s efforts gave way to the Tripoli Agreement.
Leaving the country in 1986
Just prior to the Marcoses’ exile in 1986, Imelda Marcos was actively working on implementing her vision for a unified transit system in Metro Manila.
In 1984, the country inaugurated its first Light Rail Transit (LRT), which Imelda claims was her idea, apparently inspired by the Queen of Austria, Regina von Habsburg.
In addition to her efforts towards a unified transit system, Imelda Marcos was determined to finish the extensive reclamation of Manila’s coastal area, as well as her zoning and housing projects in the south and north of Metro Manila.
Unfortunately, her plans were cut short, perhaps due to time constraints or perhaps because enough was enough.
Fate has been good to Madame Imelda
Imelda Marcos was to some extent exculpated from the charges against her, as she never went to prison and retired from public life gracefully in her 90s.
On the other hand, the Aquino family, who had a long history of political differences from the Marcos family, experienced two tragic incidents.
Despite controversies, many Filipinos still hold a positive view of Imelda Marcos, recognizing her achievements.
Imelda’s crowning glory on earth is that she became the wife and mother of two former presidents.
