Rustan’s welcomes the holiday season with Once Upon A Christmas, bringing the charm of a storybook Christmas to its stores beginning October 16. From festive window displays and seasonal experiences to meaningful ways of giving, the campaign brings the spirit of the holidays to life while marking the beginning of Rustan’s 75th Anniversary Celebration.
A Storybook Christmas Comes to Life
Inspired by the charm of a festive fairytale, Once Upon A Christmas transforms Rustan’s into a holiday world filled with wonder, celebration, and the warmth of being together.
At the heart of the campaign are Rustan’s Christmas windows, each revealing a different scene in the story. From The Wish Upon A Star and The Enchanted Workshop to 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 displays bring together the traditions, moments, and emotions that make the season special.
The festive experience continues inside the stores with seasonal installations, activities, and holiday offerings. At Rustan’s Makati, the Christmas launch will also unveil the store’s refreshed façade, introducing a new visual expression for the iconic location.
Shoppers can also look forward to special holiday treats throughout the season, including the limited-edition 75th Anniversary Rustan’s Christmas Bear, available with a minimum single-receipt purchase of ₱25,000 at Rustan’s stores and rustans.com from October 16 to December 25.
The Angel Tree brings the spirit of giving to life by turning a child’s Christmas wish into a personal gesture of kindness. Customers can select a wish from the Christmas tree and purchase the requested gift, which Rustan’s will collect and deliver to the selected beneficiary. This year, the initiative will support Servants of Charity in Metro Manila, a foundation that Zenaida Tantoco has worked with, and Everlasting Hope in Cebu, a non-profit dedicated to supporting families affected by childhood cancer. As part of the initiative, Rustan’s will also create a special Christmas experience for the beneficiaries by hosting a celebration and a meet-and-greet with Santa Claus, extending the spirit of giving beyond individual gifts and into a shared Christmas experience.
Families can likewise look forward to Santa Meet & Greets on select dates from October to December at Rustan’s Makati, Shangri-La, Alabang, Gateway, and Cebu, alongside seasonal treats, beauty offers, and other festive experiences throughout the holidays.
75 Years of Shared Moments
The October 16 celebration also marks the beginning of Rustan’s 75th Anniversary, with a year-long celebration in 2027 under the theme “Shared Moments”.
Bringing together moments, music, art, and fashion, the anniversary celebrates Rustan’s enduring legacy and its place in the lives of generations. Inspired by the beauty of art and creativity, the theme reflects 75 years of shared moments while looking toward the experiences and expressions that will shape the year ahead.
Throughout 2027, Rustan’s will bring the anniversary to life through a curated series of experiences and campaigns across fashion, beauty, home, culture, and lifestyle. Guided by three themes, Discover, Inspire, and Celebrate, the year will offer different ways for customers and communities to experience the milestone, with each expression reflecting the creativity, elegance, and shared moments at the heart of Rustan’s 75th anniversary.
Special Collaborations for a Milestone Year
As part of the anniversary, Rustan’s is also bringing together a selection of special collaborations with longstanding brand partners. Created especially for the occasion, these limited-edition pieces offer distinctive interpretations of familiar icons while celebrating the relationships Rustan’s has built with its partners over the years.
Longchamp brings its iconic Le Pliage® to the occasion through a special-edition collaboration created for Rustan’s 75th anniversary. Available in two formats, the Longchamp x Rustan’s 75th Anniversary Le Pliage® S Handbag and Longchamp x Rustan’s 75th Anniversary Le Pliage® XS Pouch feature the official collaboration logo and Rustan’s signature blue and white colorways. The pieces give the enduring Le Pliage® a distinctive expression for the milestone while celebrating the longstanding partnership between the two brands.
Lacoste pays tribute to Filipino heritage through the Club Pilipinas Capsule Collection, created exclusively for Rustan’s. Inspired by nostalgic Filipino stories and familiar cultural elements, the collection reinterprets Lacoste classics through motifs including the Sampaguita, Nipa Hut, and Club Pilipinas band, bringing together the Maison’s heritage with distinctly local references. The collaboration reflects Lacoste’s timeless style through pieces designed to resonate with Filipino culture and experiences.
L’Occitane brings the idea of shared memories into the world of fragrance with an anniversary-exclusive Barbotine Perfumed Body Lotion and Eau de Parfum Gift Set. The pairing is designed around a two-step scent-layering ritual, with bergamot as the top note, chamomile at the heart, and musk at the base. Together, the two pieces create a sensory experience inspired by the way scent can bring cherished memories to life.
Acca Kappa celebrates the milestone with an exclusive limited-edition version of its best-selling Pneumatic Wooden Hair Brush, now reimagined in a compact, travel-sized format. Designed to gently detangle and smooth hair, the mini brush offers a practical yet refined beauty essential for everyday touch-ups, travel, and on-the-go grooming, bringing Acca Kappa’s signature craftsmanship into the anniversary collection.
Together, the collaborations reflect meaningful stories and shared moments, bringing together fashion, beauty, craftsmanship, and creative expression as Rustan’s marks its 75th anniversary.
With Once Upon A Christmas, Rustan’s brings the holiday season to life while opening the door to a milestone year shaped by creativity, connection, and new expressions of style. As the 75th anniversary unfolds in 2027, there will be more experiences and collaborations to discover.
This Christmas, the story begins. In 2027, a new chapter awaits.
For more information on Rustan’s holiday offers and activities, visit the Once Upon A Christmas promo page: