INQUIRER Lifestyle Fitness.Fashion has gone South?and it could only be a good thing.

The now-successful franchise featuring activewear and top designers received a warm, vast-ballroom-filled welcome in the Queen City over the weekend, following a triumphant debut last July in Manila.

Presented by Samsung Mobile with the Waterfront Cebu City Hotel & Casino, Fitness.Fashion had Cebu?s elite either walking the runway or taking front-row seats to cheer on their peers.

There were, among others, Cebu City Vice Mayor Mike Rama, who modeled for Anthony Nocom + Nike Golf; Waterfront?s own general manager Marco Protacio for Randy Ortiz + Folded & Hung; socialites Amparito Lhuillier, Elvira Luym, Margie Lhuillier and Teresin Mendezona, modeling, respectively, for Randy Ortiz + Folded & Hung, Cary Santiago + Folded & Hung and Arcy Gayatin + Technomarine.

Aside from Santiago and Gayatin, Cebu?s fashion directory was also represented by six other designers: Philip Rodriguez (for Havaianas), Protacio Empaces (Nike Golf), Jun Escario (Speedo), Oj Hofer (Havaianas), Lord Maturan (Penshoppe) and Edwin Ao, who, with Manila?s James Reyes, created pocket collections for YOU magazine, which had its launch down South also last weekend.

The show, directed by Jackie Aquino and hosted by 2bU! and Super?s Bianca Consunji and model Trishan Cuazo, also included other Manila fashion fixtures like Louis Claparols and Joey Samson (for Kipling), Lulu Tan Gan (Speedo) and Rhett Eala (Technomarine). Cheche V. Moral