Imagine this: It’s January. The Japanese winter is in full swing. Tokyo’s bustling streets are lined with the occasional flurry of snow; the air is supercharged with crisp, cool wind. But inside your suitcase? The promise of sunshine, warm sands, and balmy ocean breezes.

If you’re a seeking respite from Japan’s wintry months, Simonita Resortwear, a recently launched Manila-based fashion line, is the perfect wardrobe companion for your tropical escape—whether it’s to the lush retreats of Okinawa, the idyllic beaches of Bali, the exotic shores of Thailand, or the turquoise waters of the Maldives and beyond. Designed with resort retreats in mind, Simonita offers easygoing clothes and accessories that perfectly complement the laid-back luxury of a tropical getaway. Moreover, Simonita’s versatile, travel-ready designs are just as suited to beachside brunches and seaside sunsets as they are to late night cocktails at the city’s rooftop bars. This isn’t your typical resortwear label. It’s top quality beach essentials with a boho-chic twist, for the free-spirited traveler who doesn’t want to compromise on style.

Katya Lichauco is the founder and visionary designer behind it all—her mission? To create pieces that feel right at home on a sun-soaked island or the urban jungle, regardless of the season or setting. Here’s why Simonita is already making waves, locally, and is set to strike a chord with the Japanese market, as well.

A literal cat walk—how Simone inspired it all

Here’s a little secret: Simonita takes its name from Katya’s cat, Simone, a “quiet shadow during the creation process,” Katya shares. “Cats are drawn to textures. During my long days of designing, she’d oversee me cutting away at trims and fabrics, occasionally reaching a paw out to touch anything that stood out. I think that in itself is a great philosophy for style—go for things that stand out to you.”

While Simone might not be the loudest voice in the room, save for her rhythmic purrs and occasional meows, her influence on the brand’s spirit is undeniable. The slow, intentional way a cat moves through the world—curious and courageous, but calculated—is reflected in Simonita’s designs. Every piece is about more than just aesthetics; it’s about capturing a sense of ease, elegance, and engagement with one’s environs.

Katya draws on this respect for individuality, life’s simple rhythms, and her love of the natural world, blending them into each collection. She muses: “Fashion isn’t something you should take too seriously; wear what looks good to you and what makes you feel confident. I think one of the best comments you can receive is when someone sees a piece of clothing, pair of shoes, accessories, etc. and immediately goes “That’s so you!” I think that’s when you know what your personal style is, and when it’s clear to others. ”

Built by women, held together by notes and love

Simone may be the most visible muse behind Simonita, but she isn’t the only one shaping the brand. Just as influential is the community of women—mainly, Katya’s circle of closest friends and her mom Tania Fricke—who’ve built it alongside Katya and redefined what success looks like. “Success means nothing if you can’t share it,” she notes. “I’m a firm believer that you know who your people are when they celebrate your wins with you, when they cry with you and come up with solutions during the tough times, and when they speak kindly of you in rooms you’re not present in.” When doubt crept in, that circle mattered most. “When the impossible felt more likely than anything else, I knew that I had a reliable community of women I could lean on.”

That sense of care is matched by discipline behind the scenes. “Sometimes I joke that I’m not Type A, but just Type A-adjacent––then I remember that I literally have to write everything down…feeling the need to document everything and knowing the importance of proper organization has really helped me build Simonita.” Organization became a survival skill, for Katya, who recounts that from the get-go, she tracked every single cost, from raw materials and labor fees to delivery couriers, prototypes, packaging, and tips. “Every sneeze,” she says. This level of detail proved especially important, since bootstrapping was at the base of her brand. “Because I bootstrapped my brand, I had to know where my money was going and if this was all going to be worth it,” she reveals.

Even as someone who admits that “this was all self-taught, especially because I am naturally a right brain,” she stayed intentional. “From the onset, I knew that I had to do things the right way because my future self would thank me for it.”

And this intention, fueled by passion, is paying off.

Wearable, versatile, made to move: the Simonita aesthetic

Simonita has quickly gained a following, and for many good reasons. Here’s why the brand stands out—and why people just can’t seem to get enough of it. The pieces are undeniably fashion forward, but they’re not here for fleeting moments. They’re built to last, both in style and in fabric. “Everyone has their own arsenal of basics: pieces they wear again and again, fitting them just the way they like, in multiple colors that they can just mix and match. While everyone should have this, they should also have statement pieces to shake things up,” Katya points out.

A personal favorite of Katya’s (and an instant hit with the fashion savvy set, too) is the Julia Vest. She narrates: “One of my favorite pieces is our Julia Vest––a flattering long silhouette that can be worn tied like a dress over a bikini, with a simple tank top and jeans, or on top of a dress in place of a shawl. My friend also thought of a cute way of styling it differently by wearing it in reverse to make a cowl neck top with a bow at the back. This style flew off the shelves because I think people saw its versatility.”

It’s this effortless balance of form and function that will very likely resonate (and deeply so) with Japanese travelers—especially when they need pieces that can easily transition from an afternoon on the beach to an evening out. Clean lines, thoughtful construction, and an emphasis on versatility make Simonita the kind of brand that feels both elevated and practical. You can dress it up for a sophisticated resort dinner, dress it down for a casual lunch at a seaside café, or mix-and-match for a night on the town. However which way, you’re winning.

Prints, textures, and the art of slow living

Katya’s approach to design clearly isn’t just about creating beautiful clothes; it’s about creating a beautiful lifestyle. Simonita pays homage to slow living and the “feel good” moments of life. But apart from the sense of escapism that inherently comes with resort wear, there’s also an element of steadiness that plays a key role in Simonita.

“For practicality, I go for silhouettes—but for escapism, I go for the prints. I actually did things in reverse when starting Simonita. I collected fabrics and trims without knowing exactly what I wanted to do with them. Yes, this made things a bit harder, but it was also a really fun process getting to be creative and pairing materials with designs,” Katya discloses.

This balance of escapism and elegance is vital to attracting the Japanese market. Whether chasing a tropical getaway or simply dressing for the feeling of one, Simonita embodies that fantasy with bold prints and designs that feel transportive yet grounded and glamorous. Rooted in principles long admired in Japanese design—minimalism, modernity, and emotional connection—the brand connects on multiple levels. Simonita delivers playful, purposeful pieces with a practical edge, all of which are easy to layer and combine.

“I think the resonance lies in intention,” says Katya. “Simonita values functionality and longevity—qualities that align closely with Japanese design sensibilities. Visually, the pieces are bold and strike a sense of recall. Emotionally, they’re meant to spark joy. For travelers, especially, there’s comfort in owning pieces that pack well, adapt easily, and feel appropriate in multiple settings. I hope the brand feels like a quiet companion—something you return to season after season, rather than a fleeting trend.”

A wardrobe that transcends seasons and destinations

In the end, Simonita isn’t just about resortwear—it’s about creating a brand that speaks to women who value style, substance, and stories. After all, fashion is about more than what you wear; it’s about how you wear it, where you take it, and the memories you create in it. For Japanese travelers looking to escape the winter months, Simonita offers the perfect solution: pieces that feel ideal for warmer destinations, yet integrate effortlessly into everyday wardrobes long after the trip ends. The same designs that work beachside or on vacation are meant to be reimagined at home, styled throughout the seasons rather than packed away.

 “Fashion isn’t about trends—it’s about finding what speaks to you. And for me, it’s all about pieces that can stand the test of time. They become a part of your life, season after season,” Katya says, succinctly.

With that, the ethos comes into sharp focus: Simonita isn’t bound to a moment or a place—it weaves seamlessly into life, bringing ease, edge, and elegance across every era.