Formal introductions are an indispensable practice in genteel society. This holds true whether you’re introducing a person or a brand. Last June 21, 2012, Manila was formally introduced to upmarket French clothing brand Façonnable at a private party held at the Men’s Division of Rustan’s Department Store.

The evening was hosted by Rustan’s corporate shopper Mr. Leif-Erik Hannikainen. While guests enjoyed drinks by Pernod Ricard and hors d’oeuvres by Modern Epicurean Kitchen, Hannikainen gave a short introduction to its brand and its iconic shirt collection.

Façonnable was born in Nice, France, in 1950, as the small shop of tailor Jean Goldberg on the Rue Paradis. In the 1960s, his son Albert took over the business and began creating ready-to-wear clothing for men characterized by colorful design, premium fabric and elegance without the ostentation.

Providing media support for the event was Esquire Philippines, its editorial team joining in the merriment, partaking in the libations, and checking out the menswear, all under the watchful eye of Esquire June cover John Lloyd Cruz, who couldn’t make the party, but joined it anyway, as a poster (and with his face on several hundred copies of the issue given away.)