WHAT'S IN THE STARS FOR JOEFFER CAOC AND MISURA?

Why Misura?

"I saw the word and I just thought it sounded nice. I thought it was Asian, but it's actually the Italian word for size, " explains the Philippines-born designer, flashing one of his never ending smiles.

Caoc's rising star surprises even the man himself. "I've always wanted to be a designer, but I didn't think I would start that early," he says. "Everything has just sort of happened."

Misura has an incredibly feminine aura captured to perfection by the designer. He knows that women are very conscious of the flattering effects they can achieve with his outfits, and he needs no coercion along those lines.

"When I design clothing, it's always split between how wearable it's gonna be, how well designed it's gonna be, " he says. "Even something basic, I sort of like to put something in there, even if it's very subtle that someone would notice. Women are very savvy. They can look at something and they know if it's well made, they notice that little detail, they notice how it flatters, how it's cut here, the little things."

His recent Spring/Summer collection doesn't disappoint. Prominent features include the figure enhancing seam lines and unexpected cuts that almost rhythmically accentuate a woman's body in silk and chiffon. This is totally Caoc.

For Fall/Winter 2001 the collection is desirably figure flattering with a touch of masculinity, compromised by revealing shoulders and necklines in lurex tweed, satin jersey, soft cashmere and signature 'M' printed silks. Colors are deeper tones of red, raisin, caramel, teal and neon, while the denim and leather creations will feature macho Motocross designs.

Fortunately (for those of us who are of the traveling persuasion) Caoc recognizes that Misura has to be versatile. He maintains it can work for us when we are on the road, "It doesn't matter what part of the world they're in; if these women who travel a lot, they need it to work anywhere, anytime." And he doesn't forget the importance of fabric. "Fabric has a lot to do with my choice of what I end up putting in the collection," he says.

He sees every collection as an asset when a woman prepares her wardrobe for that trip, whether it's business or pleasure. "I have to think about that because I want it to be a global label," he continues. "I have to think about that a lot, like the weight of the fabric, the purpose of the clothing - you have to really appeal to that woman here, here and here, because she goes to all those places."

Caoc knows how difficult it is to dress for different functions out of a suitcase. We agree that packing 50 different outfits can border on the ridiculous, but by designing daywear that easily transforms into evening wear women can dress it up or down - remove a jacket and voila it becomes a little cocktail dress. "There are certain fabrics that are more sensitive than others, but there are definitely fabrics in there that are durable for going all around the world," he says.

There is absolutely every reason to rejoice with Caoc as he sets his sights on bringing Misura to the forefront of the international fashion marketplace. With the launch of a New York showroom last year Caoc continues to impact the American market, while the Toronto showroom also attracts visiting and resident celebrities.

"The more your clothes are offered out of your own backyard influences the way that you design because you have that much more of the market needs to consider," Caoc says, acknowledging his creative versatility in fashion designing. "That's pretty interesting because north and south are totally different, and you have to create a broad range in your collection that appeals to the Northern parts of America and the southern parts, like color and weight. If the trend says black you just can't do black because it's not going to work down there, and that's been a very good learning experience to see what kind of needs they have and to try and make your collection more global."

Obviously Caoc is making all the right moves because his beloved Misura label has found a place in many celebrity closets, including those of Hollywood lovelies Angela Bassett, Farah Fawcett and Jacqueline Bissett, as well as Revlon model, Sarah O'Hare and ex-Spice Girl, Geri Halliwell. Others spotted wearing Misura include Lauren Holly, Tia Carrere, Chantal Kreviazuk. Fashion Television host Jeanne Beker and R& B star Deborah Cox. And is there any other celebrity he wants to see wearing his sensuous designs? "Madonna," he says, without hesitation.

Hollywood's embrace of Caoc's creations result from initial visits by the stylist, followed by the star who then makes her selections personally. "When they come to Toronto this is kind of a secret thing they've discovered," he says. "They like the clothes and I always hear the same thing. It's sort of different, but it's very wearable and they feel very sexy in it, not your obvious sexy, but that's what's appealing to them."

Besides the prestige it brings, Caoc sees it as recognition of his work and says, "It's a validation of your work (that it's somebody that the general public has seen at a certain level) and when they appreciate your work it just sort of makes it feel good." However, he is quick to add, "I feel the same thing when I see somebody that I don't know wearing my clothes, because the bottom line is that if someone works really hard for that money and spends it on something that you did, it's neat. Not because it's Angela Bassett, but it's also neat the way that Mrs. Jones spends her money and feels really good in the clothes."

MISURA BY JOEFFER CAOC. Yes, it's eventually the size that will count.

And if Caoc gets his way, that means a bigger and better image from one end of the world to the other!