Noelle and Gabbie Soong’s fashion moment

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May 7, 2025 | 12:00am

Seventeen-year-old twins Noelle and Gabbie Soong’s  youthful fashion line In the Moment is perfect for the current sizzling summer season. Sharing a passion for fashion and entrepreneurship, their dream of creating a business together became a reality when they launched their first collection in 2023.

Since then, Noelle shared, “We’ve expanded with more collections featuring our most popular products — ruffled skirts and dresses which have quickly become favorites. In addition, we introduced a DIY station at our pop-ups, where customers can customize their own bikinis and baby tees on the spot with our latest collection consisting of bandana tops, lounge and pajama sets. These  were inspired by our love for the beach — a spot where we grew up spending time with friends and creating memories — which we wanted to capture through our clothes. From the start, we wanted our brand to represent those fun, carefree moments.”

Noticing that there was a lack of local clothing brands for teens and tweens, they decided to fill the gap with their goal to create accessible, vibrant, easy-to-wear pieces that teens would love at an affordable price range of P850 to P2,000. Although most of the clothing line is geared towards females, it recently expanded to cater to the youthful males, too.

Gabbie enthuses, “Our collections are designed to celebrate life’s simplest, yet most meaningful moments. Whether it’s a beach day, a casual hangout, or simply unwinding, In the Moment Apparel offers the perfect ‘go-to outfit’ for our age group. This spirit is most evident in our social media, where we regularly post candid shots and raw videos to capture the present moment. By sharing behind-the-scenes clips and genuine moments of us laughing and having fun, we connect more authentically with our audience and create a unique brand experience that feels real and relatable.”

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The clothing line is available at Retail Lab (Rockwell Power Plant Mall) or online at shopinthemomentapparel.com.