The Filipino bag brand marked its grand launch at Glorietta 1 with a ribbon cutting, a ceremonial contract signing, and a showcase of eight pieces styled by Barretto.
MAKATI CITY, Philippines, November 8, 2026. CHARLÉ introduced Julia Barretto as its first official brand ambassador at The Arrival, the Filipino bag brand’s grand launch at Glorietta 1. The award-winning actress, box-office leading lady, and sought-after endorser formalized the partnership in a ceremonial contract signing with CHARLÉ co-founders Dr. Mary C. Cruz, Anna Magkawas, and Jay-Ann Claire Bincal.
Barretto’s appointment reflects CHARLÉ’s approach to personal style. Known for the quiet confidence she brings to fashion, she has a way of making a statement piece feel like her own. The CHARLÉ Collection takes a similar approach, with distinctive silhouettes and practical details that let the wearer style each piece in her own way.
The women behind CHARLÉ
Anna Magkawas, known as Miss A, brings more than a decade of experience selling luxury bags. She started with LuxOnlinePH in 2015, where working directly with customers sharpened her eye for craftsmanship and gave her a firsthand understanding of what people look for in a bag. Co-founding CHARLÉ brings that experience into a bag brand of her own.
Jay-Ann Claire Bincal, founder and CEO of Purse Maison, built her name in luxury bag resale and consignment. Known for her signature “New Day, New Bag!”, she connected with a new generation of bag enthusiasts by showing how a different bag can change the feel of an everyday outfit. She brings to CHARLÉ a firsthand understanding of how that audience discovers, styles, and shops for bags.
Dr. Mary C. Cruz, founder and CEO of ZK Summit Holdings Inc., brings experience in building premium brands and developing strategic partnerships. Through CHARLÉ, she joins Magkawas and Bincal in building a homegrown Filipino brand in the premium contemporary bag market.
Inside The Arrival
Hosted by Janeena Chan, the afternoon began with welcome remarks from Magkawas before the official ambassador reveal. Barretto joined the three co-founders for the ceremonial ribbon cutting and contract signing, followed by official signing portraits. In a segment titled Why CHARLÉ?, Barretto was invited to share what drew her to the brand. Bincal then delivered a message of appreciation before the founders and Barretto raised a champagne toast to the partnership.
For the collection showcase, Barretto styled seven bags and a cardholder. The lineup featured Riva in Clay, Vela in Amber, Riva Mini in Stone, Vela Mini in Sand, Lira in Sand, Muse in Stone, Onyx in Stone, and the Rove Cardholder in Sand. The pieces ranged from a relaxed hobo bag and a work tote with a dedicated laptop compartment to the Onyx men’s crossbody, which can also be carried as a clutch or worn as a sling.
The launch Q&A
Questions for Barretto covered what made her say yes to CHARLÉ, what stood out about the quality of its 100% full-grain cowhide leather bags, and whether she would buy and wear them herself outside the partnership. She was also asked whether a Filipino bag brand could compete with the international luxury labels she has personally used and what could keep CHARLÉ relevant beyond its initial social media buzz.
Magkawas was asked what made her decide it was time to build her own bag brand after more than a decade in luxury bag selling. The discussion also covered the international brands that informed her eye for quality and the standards she wanted to bring to CHARLÉ.
Questions for Bincal focused on the gap she saw in the bag market and how CHARLÉ can earn recognition for its design and quality beyond the founders’ visibility on social media.
Cruz was asked why Barretto stood out as the choice for CHARLÉ’s first brand ambassador and how her experience building premium brands informed the collection’s choice of leather and hardware.
Cruz delivered the closing remarks, and Barretto joined the co-founders for final commemorative photographs before the pop-up opened for shopping.
About CHARLÉ
CHARLÉ is a Filipino premium contemporary bag brand that pairs distinctive silhouettes with everyday functionality. The CHARLÉ Collection features designs crafted from 100% full-grain cowhide leather, complemented by zinc alloy hardware.
The Arrival soft-opened on November 6 and runs through November 10, 2026, at Glorietta 1, in front of Pandora, Makati City. Guests can shop the CHARLÉ Collection at the pop-up or online at www.charle.international.
