Reclaiming Style At Any Age: Tips From Asian Fashion Label Yoya

Forbes

22-04-2025

Midlife dressing need not be boring, according to Filipino designer Yoya Gueco-Verdier.
YOYA
There comes a time in many women's lives when they feel they fade into the background—what's often referred to as midlife. Typically starting in the late 30s and stretching into the next decade, this phase can be overwhelming. It's not the case for all women, but for many, it's a time weighed down by responsibilities—careers, family, daily tasks—that leave little room for self-expression. Filipino designer Yoya Gueco-Verdier, founder of the eponymous brand Yoya, believes this doesn't have to be the case. 'It's all about making dressing up fun again with as little effort as possible,' she said during the launch of her latest collection, Slice of Life.
Gueco-Verdier's work has always been about easy dressing for women with every piece in each of her collections having the ability to match with the others, even those from the previous ones. 'For Slice of Life, it's about pops of color and clothes that you can take with you as you travel during the summer. I designed this with myself in mind, even, as we're spending time with my husband's family in Europe this season.' Think zesty hues and pieces that make you feel sexy without showing too much skin. 'I wanted to create clothes that make you feel alive, no matter what part of your day it is,' she says. 'It's about wearing things that make you excited to step out the door—no matter what that day brings.'
For Gueco-Verdier, dressing well doesn't mean putting on something complicated or restrictive. It's about feeling good in what you wear—clothes that fit your lifestyle and allow you to move through your day with ease and confidence. 'Women in this phase of life don't need to feel invisible or like they've lost the joy of dressing up,' she adds. 'It's about finding that balance—comfort, ease, and style without the unnecessary fuss.' And with her collections, she's made it clear that women don't have to sacrifice one for the other.
For Slice of Life, Yoya also has pieces that can be taken from the courts to everyday life.
YOYA
One of the first things Gueco-Verdier emphasizes is the importance of a wardrobe that's both versatile and intentional. When you're busy, the last thing you want is to waste time figuring out what to wear. So, her approach is simple—build a capsule wardrobe that can take you from day to night with minimal effort.
Here are some of her key tips for women looking to reclaim their sense of style with ease:
A functional wardrobe starts with versatility. Pick pieces that can be easily paired with one another. Gueco-Verdier's collections are designed with this in mind. For instance, a colorful jacket from Slice of Life can be paired with a simple pair of jeans for an everyday look, or dressed up with a sleek black skirt for an evening out. The idea is to pick items that can be mixed and matched across collections, meaning you won't have to buy new clothes every season to stay on trend.
Look for pieces that transition easily from work to evening wear. A good example: a versatile dress that can be styled with a blazer or cardigan for the office, then swapped out with some statement jewelry or heels for a dinner date. 'You don't need to spend hours changing outfits. The goal is to look good and feel comfortable no matter where your day takes you,' she explains. This way, you get more out of your clothing and don't have to think too much about it.
Gueco-Verdier emphasizes that clothes should reflect who you are and how you want to feel, not just how others might perceive you. 'You don't have to show skin to feel sexy,' she says. Instead, go for pieces that make you feel comfortable and confident without over-exposing yourself. Think of it as dressing for your own joy and empowerment, not for someone else's approval. A standout piece from her current collection is the Barron top—an asymmetrical, shorter version of a tunic with a larger opening on one side. It's playful, a bit cheeky, and versatile enough to style in different ways.
Pieces like the Barron top can be taken from the airport to a night out, depending on how you style it.
YOYA
At the heart of the brand's design philosophy is comfort—without sacrificing style. 'As much as you want to look good, you also want to feel good,' she shares. 'Women in this stage of life need clothes that won't restrict them but still look polished.' Look for fabrics that breathe, cuts that move with your body, and silhouettes that flatter without clinging too tightly. Plus points if the fabric doesn't need much ironing. Who has the time, right? Comfort doesn't have to mean frumpy, and it certainly doesn't have to mean you can't look put-together.
The secret to curating a wardrobe that works for you is investing in a few key pieces that will last. Gueco-Verdier suggests sticking to high-quality basics that you can wear over and over again. 'Think of their cost-per-wear,' she advises. 'It's better to have a small selection of versatile, high-quality pieces that you truly love than a closet full of fast fashion that never quite fits right.' When you have a smaller, more curated wardrobe, getting dressed every day becomes a breeze.
A set in a classic shade like brown enjoys a few pops of color, with the use of pastels and even neon.
YOYA
For Gueco-Verdier and her team at Yoya, fashion is about giving women the chance to express themselves while navigating the demands of everyday life. 'I want Yoya to be present in every facet of a woman's life,' she shares. 'From the mundane days to the special moments, the idea is to create pieces that can seamlessly transition through all of life's ups and downs.' By focusing on pieces that are timeless, flattering, and easy to style, she's making it simple for women to feel confident and stylish—no matter where they are in life. Even with bold pops of color. Because who says you can't wear a shirt with neon stripe on a weekday and still look polished? Spoiler alert: You absolutely can.
With Slice of Life, she's captured that feeling quite well. Dressing up doesn't have to be complicated. It's just about feeling good, looking effortless, and embracing the moments that matter.