Filipina Fashion Diaries: What Studying Fashion in NYC Is Really Like, According to Ysa Buenaventura

For most young designers, breaking into the fashion world feels like an impossible leap. But for Ysa Buenaventura, founder of Isa the Label, it started with a short course in New York and a long-held dream shared with her mother.

The young designer sat down with MEGA and gave us an insider look at what was meant to be a short educational trip—one that ultimately sent her home with a shifted mindset, a refined vision for her brand, and a reminder as to why Filipinas deserve to claim a space in any room they walk into.

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A Brand that Tells a Story

Growing up, many of us look to our mothers as role models—and it was no different for Buenaventura. “Fashion was something I naturally gravitated towards, and it’s because of my mom,” the designer started. She described her mother as having an effortless sense of style and who looked put-together even on a normal day. And with such a stylish role model, of course, she wanted to be like her mother.

“She’s been my mentor since day one and I feel like Isa the Label wouldn’t exist without her,” the designer said fondly. “The brand is really rooted in that love and support I grew up with.”

Buenaventura founded Isa the Label at 17, and it certainly took a big dream and an even bigger leap to build it from the ground up. With the help of her mom—from sourcing fabrics to creating samples—her brand grew into what it is today.

To put it simply, Isa the Label aims to create timeless pieces that empower women and champion local artisans and sustainability. “I wanted to build something real, something that tells a story and makes people feel good,” Buenaventura shared.

It Takes More than Passion

Buenaventura was among the students who attended the summer fashion school, where she took up a fashion business course. For two weeks, she walked from her dorm provided by the summer fashion school. And every morning, she made sure to pass by Blank Street for her daily dose of caffeine(“Their matcha is the best!” the student gushed) and a pastry before heading to her 9:00 AM class.

“Our instructor Aura would lead us through lectures or sometimes take us on site visits—which were always so cool,” she recounted. “Class ended at 12:30PM, then it was time for lunch. If the dining hall food was a hit, we’d eat there, but if not, Apollo Bagels and Joe’s Pizza were the go-to.”

After, class would resume just in time for the three-hour afternoon session.“Every day, we had speakers from different corners of the industry—branding, marketing, styling, even editorial,” she shared, explaining how each of these speakers gave an inside look at how fashion really works. “That was honestly one of my favorite parts because we could ask so many questions and hear their real stories,” Buenaventura commented.

Out of everything, the young designer was surprised by their candor, especially with the challenges that come with working in the industry. “It’s so easy to romanticize the industry, but they reminded us that it takes a lot of grit, clarity, and values to stay grounded,” Buenaventura expressed.

She also mentioned how starting a brand might seem easy until you account for logistics, marketing, and branding—and it becomes overwhelming, which was a reality she quickly faced when she started Isa the Label.

“I feel like the biggest challenge for me was honestly getting there in the first place,” she admitted, recalling how she spent almost $8,000 on the tuition, coming from her own savings and from the money she earned from Isa the Label. “When I got to New York, I didn’t take a single second for granted.”

With class ending at 4:30 PM—and a 9:00 PM curfew—Buenaventura made the most of her time exploring New York City. “The first place everyone went to was SoHo, of course. But we also explored West Village, Upper East Side, and wherever else we could squeeze in before curfew!” she shared.

People Don’t Just Buy Products; They Buy Purpose

Among the many classes she attended, the branding workshop resonated with her the most as they discussed how storytelling is an important foundation for every brand. “People wouldn’t just buy a product—they buy the products for the story behind it,” Buenaventura recalled, which made her think about her brand and how everything they do will always circle back to why she started it. “That mindset shift is something I’ve carried with me ever since.”

One philosophy that stuck out to her was from Marcus Milione, founder of Minted New York. “He said, ‘People don’t just buy products, they buy purpose.’ It reminded me to lead with meaning, not just aesthetics,” she reflected. Consistency is also an important factor in a brand’s business. “The most successful brands are the ones that keep listening to their customers. And it’s not about rushing to grow, but about building something that lasts,” she added.

Of course, the bustling Big Apple is inspiration in itself. “New York fashion is fast, bold, competitive, and incredibly creative. It showed me how intentional branding needs to be,” she added, adding it to her arsenal of lessons, ready to infuse it into Isa the Label.

You Belong in the Room

Buenaventura flew home to the Philippines feeling inspired with new insights and a clearer vision for her brand, and eager to apply everything she learned in New York. “I feel like I’m more intentional now with our releases, our visuals, and the way we tell our stories,” the designer expressed, investing in building new systems from streamlining production to improving customer service.

Apart from upcoming new silhouettes and designs, Buenaventura is also looking for more ways to highlight their artisans and sustainable practices. “I want Isa to keep evolving without losing its heart,” she said.

“In New York, everyone came from different paths, but what connected us was our passion,” the student said fondly. With so much creative talent in the Philippines, opportunities like this need to be more accessible. “I’d love to see more access to programs like these, especially for young designers in the Philippines.”

While the short fashion business course in New York was expected to enrich her experience, it became a defining chapter for the young designer—one that sharpened her creative vision, deepened her brand’s story, and reminded her why Filipino designers deserved to take up space in any room, anywhere in the world.

Featured Image and Photos: YSA BUENAVENTURA