An enchanting holiday celebration ushers in a milestone year of meaningful moments, creative collaborations, and a legacy shared across generations.
Words Art+ Magazine
Photos courtesy of Rustan’s
November 4, 2026
Rustan’s Once Upon a Christmas
This Christmas, Rustan’s invites everyone into a world of festive wonder with Once Upon A Christmas, a storybook-inspired holiday campaign debuting October 16. Filled with enchanting Christmas displays, memorable in-store experiences, and heartfelt opportunities to give back, the celebration captures the magic of the season while setting the stage for a landmark moment in the retailer’s history: its 75th anniversary in 2027.
A Season of Wonder
Every Christmas tells a story, and at Rustan’s, this year’s unfolds through a series of enchanting scenes inspired by the magic of the holidays. With Once Upon A Christmas, the stores become a festive wonderland where cherished traditions, unexpected discoveries, and the joy of being together take center stage.
Rustan’s Once Upon a Christmas
At the heart of the experience are Rustan’s signature Christmas windows, each bringing a different chapter of the story to life. 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, every display captures a different facet of the season, weaving together the wonder, generosity, and togetherness that make Christmas meaningful.
The holiday spirit continues throughout the stores with festive installations, seasonal activities, and special offerings. At Rustan’s Makati, the Christmas launch will also reveal the store’s refreshed façade, marking a new visual chapter for one of the country’s most iconic retail destinations.
Adding to the celebration is the limited-edition 75th Anniversary Rustan’s Christmas Bear, available from October 16 to December 25 with a minimum single-receipt purchase of ₱25,000 at Rustan’s stores and rustans.com.
Rustan’s Once Upon a Christmas
The spirit of Christmas also comes to life through the Angel Tree, an initiative that transforms children’s wishes into meaningful acts of kindness. Customers can choose a wish from the tree and purchase the requested gift, which Rustan’s will collect and deliver to the intended beneficiary.
This year, the initiative will benefit Servants of Charity in Metro Manila, a foundation with which Zenaida Tantoco has worked, and Everlasting Hope in Cebu, a nonprofit organization supporting families affected by childhood cancer. Beyond fulfilling individual wishes, Rustan’s will extend the experience through special Christmas celebrations for the beneficiaries, including a meet-and-greet with Santa Claus—a reminder that the greatest gifts often come in the form of shared moments and lasting memories.
Marian Rivera
Families can look forward to Santa Meet & Greets on select dates from October to December at Rustan’s Makati, Shangri-La, Alabang, Gateway, and Cebu. Seasonal treats, beauty offers, and other festive experiences will round out the celebrations throughout the holiday season.
75 Years of Shared Moments
While Christmas brings the story to life, it also signals the beginning of another significant chapter for Rustan’s. The October 16 launch marks the start of the retailer’s 75th anniversary celebrations, leading into a year-long milestone celebration in 2027 under the theme “Shared Moments.”
(L-R) Tim Yap; Nikki Huang, Rustan’s Director of Business Development; Happy Ogpauco-Tiu; and Anton Huang, President & CEO of SSI Group Inc., Rustan Commercial Corporation, and Rustan Marketing Corporation
For 75 years, Rustan’s has been part of the moments that matter—from personal milestones and family traditions to discoveries in fashion, beauty, home, and lifestyle. The anniversary honors this connection, celebrating a legacy shaped not only by the brands and experiences it brings to customers, but also by the generations who have made Rustan’s part of their lives.
Inspired by the interplay of art, music, fashion, and creativity, Shared Moments looks back on the experiences that have defined the brand while embracing the ideas and expressions that will shape its future.
Throughout 2027, Rustan’s will mark the occasion with a curated program of experiences and campaigns spanning fashion, beauty, home, culture, and lifestyle. Guided by three pillars—Discover, Inspire, and Celebrate—the anniversary program will offer fresh ways for customers and communities to engage with the brand, each reflecting the creativity, elegance, and meaningful connections that have defined Rustan’s through the decades.
Exclusive Collaborations for a Milestone Year
An anniversary is also an opportunity to celebrate the relationships that have grown alongside a brand. In honor of its 75th year, Rustan’s brings together a selection of longstanding partners for exclusive collaborations that reimagine familiar icons through distinctive designs, thoughtful details, and a shared appreciation for craftsmanship.
Rustan’s Once Upon a Christmas
Longchamp x Rustan’s
Longchamp brings a special anniversary expression to its iconic Le Pliage® collection with two exclusive pieces created for Rustan’s: the Longchamp x Rustan’s 75th Anniversary Le Pliage® S Handbag and the Longchamp x Rustan’s 75th Anniversary Le Pliage® XS Pouch. Featuring the official collaboration logo in Rustan’s signature blue-and-white palette, the limited-edition designs lend a distinctive identity to a beloved classic while celebrating the relationship between the two brands.
Lacoste
With the Club Pilipinas Capsule Collection, Lacoste pays tribute to the cultural stories and familiar symbols that shape the Filipino experience. Created exclusively for Rustan’s, the collection brings together the Maison’s timeless codes and distinctly local references, incorporating motifs such as the Sampaguita, the Nipa Hut, and the Club Pilipinas band. The result is a thoughtful reinterpretation of Lacoste classics, rooted in heritage and designed to resonate with a new generation.
Rustan’s Once Upon a Christmas
L’Occitane
Capturing the intimate connection between fragrance and memory, L’Occitane introduces an anniversary-exclusive Barbotine Perfumed Body Lotion and Eau de Parfum Gift Set. Designed for a two-step scent-layering ritual, the pairing unfolds with bergamot as its top note, chamomile at its heart, and musk at its base. The result is a sensorial experience that celebrates the power of fragrance to evoke cherished moments and create new ones.
Acca Kappa
Acca Kappa marks the occasion with an exclusive, limited-edition take on its best-selling Pneumatic Wooden Hair Brush, reimagined in a compact, travel-friendly size. Designed to gently detangle and smooth the hair, the miniature version combines everyday practicality with the brand’s signature craftsmanship, offering a refined beauty essential for daily grooming, travel, and on-the-go touch-ups.
Rustan’s Once Upon a Christmas
Together, these collaborations reflect the many dimensions of Rustan’s 75-year journey, bringing fashion, beauty, heritage, and craftsmanship into a celebration of the partnerships and shared values that continue to shape the brand.
With Once Upon A Christmas, Rustan’s sets the season aglow with festive wonder, thoughtful giving, and experiences that bring people closer together. It honors a rich legacy while looking ahead to new ways of discovering, creating, and celebrating together.
For more information on Rustan’s holiday offers and activities, visit the https://rustans.com/pages/rustans-christmas-2026-once-upon-a-christmas
