272. Carnival Activities: 1929 MISS PHILIPPINES AT THE ILOILO CARNIVAL

FULFILLING HER DUTIES. Pacita de los Reyes, queen-elect of the 1929 Manila Carnival, is feted at the 1929 Iloilo Carnival.

Miss Philippines of 1929, Pacita delos Reyes, was honored at the Iloilo Carnival in La Paz, Iloilo. Forming her court are members of the younger set of the Iloilo and Negros “Four Hundred”. Pacita’s September visit was auspicious as a few months later, she was succeeded by a young Ilongga beauty, Consuelo Acuña, 1930 Miss Philippines.

266. Carnival Ads: 1934 MISS PHILIPPINES AS CELEBRITY ENDORSER

A MODEL OF GOOD FASHION SENSE. 1934 Miss Philippines, Clarita Tan Kiang of Marilao, Bulacan, endorses Genuine Indian Head Cloth in this Graphic Magazine print ad.

In later Carnival years (1933-39), the fair was kept alive with funding from various corporate sponsors that included big departments stores, cosmetic companies, among others. As such, part of the duties that the Manila Carnival winners performed was to appear on print ads as endorsers of the products of said sponsors.

1934 Miss Philippines, Clarita Tan Kiang appeared on one such ad for Genuine Indian Head Fabrics, a staple cotton introduced by Americans that was part of everyday life of Filipinos for over a century. Indian Head was first introduced in 1831 as high-quality, sturdy, rough-texture muslin brown cloth. Its sturdiness and quality became world famous and was even used as a medium of exchange for bartering in the Philippines.

In this print ad published on Graphic Magazine, Miss Tan Kiang gives her personal testimony of the merits  of this linen-textured cloth, affixing her signature--not unlike print ads of today endorsed by contemporary personalities, proof that even today, the pulling power of celebrities works on Filipino consumers.

260. Post-Carnival Years: MARIA KALAW AT THE PAN-PACIFIC PAGEANT

The Pan-Pacific Pageant was staged during the Commonwealth years as a symbol of goodwill and cooperation between America and its Pacific holdings and territories, including the Philippines. The highlight of the pageant was the ceremonial presentation of flags, carried by representative beauties from America and the Philippines. The Philippines was represented by former Miss Philippines 1931, Maria Kalaw.

Miss Maria Kalaw (right) dressed as Maria Clara  presented the Philippine flag on the same occasion.

Miss Anne Alger (left) dressed as Miss Liberty presented the American flag to Gov. Gen. Frank Murphy during the Pan-Pacific Pageant. Alger is a descendant of two U.S. presidents, the Adamses. 

257. Her High School Yearbook: NIEVA PAZ ERAÑA , 1939 Miss Mindanao

HIGH SCHOOL TOPNOTCH BEAUTY. The young Nieves Eraña, as a high school graduate of Sta. Catalina College.

The future Miss Mindanao of 1939, Nieva Paz Eraña is seen in this photo taken from her Sta. Catalina High School yearbook, from where she graduated with the highest honors (Class Valedictorian) in 1933.

A year later, she enrolled at the Centro Escolar de Señoritas where she earned a reputation as a "brain and beauty" colegiala. No wonder then that in 1935, at the annual Centro Escolar Foundation Day, she was elected  as Queen of the Students’ Night held from Jan. 18-21, 1935.

Four years later, the fresh graduate was chosen as Miss Mindanano in the court of Miss Philippines 1939, Iluminada Tuason. She, however, relinquished her title and was replaced by Adela Planas. 

255. Her College Yearbook, PACITA DE LOS REYES, Miss Philippines 1929

PACITA DE LOS REYES, Miss Philippines 1929, in her gradutaion toga as an honors graduate of the University of the Philippines, College of Law.

Miss Philippines of 1929, Pacita Ongsiako de los Reyes was a law student when she represented University of the Philippines at the 1929 search for Miss Philippines.

The statuesque scholar won the title and had an enjoyable year fulfilling the obligations as Miss Philippines. But school had always been a top priority, and she went right back to her law course after her reign was over, distinguishing herself as an outstanding debater, orator and member of the honor roll. Her contemporaries included Ambrosio Padilla and Arturo Tolentino.

 Done with her law course, she took the bar and became one of the topnotchers in the 1934 Bar Exams, copping 7th place. On 10 November 1934, she was officially installed as member of the bar.

She had a brilliant career, and shared her legal mind by teaching subjects at U.P., Holy Ghost College and Far Eastern University. She unsuccessfully ran for the Senate in 1957 under Claro M. Recto’s party.

252. A Carnival Yearbook: CHARITY CROW YGOA, UST Class of 1939

CHARITY CROW YGOA, Class of 1939, Bachelor of Science in Commerce, College of Commerce and Business Administration, University of Santo Tomas.

For many beauties, life after the Manila Carnival went on as usual. 1933's Miss Luzon, Charity de Ocampo Crow not only settled down in domestic bliss with La Sallite Rafael Ygoa in 1938, but also went back to school to finish her college education at the University of Santo Tomas. While there, she was voted as the "Most Beautiful College Girl", tantamount to being named "Miss UST".

As one can see from her yearbook information, she led quite an active student life. She was the Vice-President of the Freshmen's Class from 1935-36 and was a Representative to the Central Student Board from 1938-39. The listing also includes membership in the Commerce Club and the Faculty Club for 4 years. In 1939, already married, Charity successfully completed her Bachelor of Science in Commerce degree with Honors.

The family relocated to Colombia and then returned to the Philippines, only to relocate to Spain due to the exigencies of Mr. Ygoa's work. After retirement, the Ygoas moved to the United States. Charity lived long enough to celebrate her Golden Wedding Anniversary; the lovely Fil-Ilongga beauty passed away in 1988.

243. Carnival Beauties: VICTORIA L. LOPEZ, Candidate to the Manila Carnival 1922

VICTORY FOR VICTORIA! Candidate to the Manila Carnival 1922, Victoria was one of the long list of Ilongga beauties that competed for the beauty cup, which included Pura Villanueva, Lilia Lopez, Consuelo Acuna, among others.

 In 1922, University of the Philippines took pride in announcing their chosen contestant to the annual carnival. She was no other than Victoria Lopez y Ledesma, from Iloilo. 

The Ilongga beauty, born 6 March 1907, was born to parents, hacendero Eusebio Lopez and Ana Ledesma, both from powerful and affluent families from Jaro. Victoria went to Assumption Convent for her education and was active in school plays, music and dance recitals. She was also a popular member of the exclusive Smiles Club and the Kahirup social club.

She married Atty. Salvador Araneta on 14 August 1927, the son of Gregorio Araneta and Carmen Zaragosa. Salvador was known for being a “relentless advocate for the homeless, the unemployed and for the industrialization of the Philippines”. 

The couple made their home in Mandaluyong, where they built the majestic Villa Victoneta, designed by 3 architects –Juan Arellano, Domingo Lerma and Andres Luna de San Pedro. It was the site of many grand events, drawing dignitaries like Pres. Manuel L. Quezon, Dennis Cardinal Dougherty, High Commissioner Paul V. McNnutt, Apostolic Delegate Guglielmo Piani, among others.

The couple had 4 children: Carminia, Ana Marie, Maria Lina, Maria Victoria and Regina. Victoria shared her husband’s deep involvement involved in advocacies and socio-civic causes. She set up a school for children living around the Mandaluyong area. She was the leading light of White Cross, a project which took care of children of parents afflicted with the dreaded TB. Her husband was wanted by Marcos during the Martial Law years, but by then, they had flown to America and settled in Canada, with the help of the Vatican. Victoria passed away of cancer on 16 February 1988.

242. Carnival Beauties: LYDIA TINZON, Candidate, Miss Philippines 1939

LOVELY LYDIA. Miss Lydia Tinzon (or Tingson) of Far 
Eastern University, was sponsored by Graphic Magazine. 

The 1939 Philippine Exposition was to be our last national fair, and, as a gesture of final support, the esteemed Graphic's Magazine fielded the accomplished Lydia Tinzon as its official candidate to the 1939 search for Miss Philippines.

Miss Tinzon, from Canlubang, Laguna was a co-ed of Far Eastern University at the time of the contest, and was one of the beauteous muses of the university ROTC. The last Miss Philippines title, however, went to Iluminada Tuason.

241. Carnival Beauties:PACITA RODRIGUEZ, Candidate, Miss Philippines 1930

PRETTY PACITA. Sampaguita -sponsored Pacita Rodriguez strikes a pose for her official 1930 Manila Carnival photo.

1930 was a most competitive year for the Miss Philippines quest of the annual Manila Carnival. Major publications, Chinese newspapers and even university publications named their own candidates to the search for the country’s fairest.

Towards the homestretch, 15 top contenders remained, headed by the eventual winner, Consuelo Acuña, supported by no less than 3 papers—Taliba, La Vanguardia and La Defensa. Not far behind were Estrella Alvarez (The Independent Intelligencer), Luz Villaluna (Excelsior) and Rosario Zorilla (The Philippine Herald) who finished in 2nd, 3rd and 4th places respectively. 

Rounding out the Top 15 were two candidates sponsored by two Chinese papers(Pua Ya Jueng and Liong Ngo Kim). Virginia Lejarde, Elisa Dalmacio, Violeta Lopez, Corazon Campos, Lourdes Aunario, Pilar Liwanag, Eladia Eugenio, Loreto Zapanta and the winsome Pacita Rodriguez who was the bet of the Manila daily, Sampaguita.

240. Carnival Wedding: DE SANTOS-MALOLES NUPTIALS

Alicia Cabarrus de Santos was the original Miss Luzon in the court of Maria Kalaw, 1931 Miss Philippines. She had also reigned as the Queen of Charity in her teenage years. At the Manila Carnival, the popular socialite was leading all the way when Kalaw overtook her with a deluge of votes, in the final minutes of the contest.

Declaring foul play, de Santos resigned her post, which Lina Araullo assumed. She remained unperturbed after her not-so-pleasant Carnival experience; her family, in fact, continued to support the Carnival. In the next year’s festivities. Alicia’s doctor-brother, Arturo de Santos, provided escorting duties to Queen Emma Zamora. On 29 August 1934, Alicia married Dr. Octavio L. Maloles at lavish ceremonies held at the Santo Espiritu Church. They had a son, Octavio II.

239. Crowning Moment: CONSUELO VILLAMOR, Miss Mindanao 1934

SEE YOU IN COURT. The official coronation picture of Miss Mindanao 1934, Consuleo Villamor, with her own retinue of beauties in regal Muslim costumes. She is escorted by her brother, Domiciano.

The tradition of having separate coronation nights for the princesses of Miss Philippines began in 1929, with the election of Pacita de los Reyes of U.P. Not only was the new Miss Philippines given her own Coronation Night, but there were also separate affairs for Miss Luzon, Miss Visayas and Miss Mindanao, which were no less fabulous.

The picture above shows the crowning moment of Abra beauty, Consuelo Villamor (b.1911/ d. 2009), who was Miss Mindanao in the court of 1934 Miss Philippines, Clarita Tan Kiang. True to the title she won, her whole court came in signature Muslim costumes. One of her attendants was Evelina Kalaw, sister of Miss Philippines 1931, Maria Kalaw. Consuelo is shown here with her Prince Consort, Domiciano Villamor, her brother.

227. Carnival Beauties: ARMINDA MARTINEZ, 1926 Miss Isabela

ISABELA'S IDOL. The first Miss Isabela, Arminda Martinez in her official portarit as a candidadte to the 1926 Miss Philippines quest.

The second largest province in the Philippines (after Palawan), Isabela was created in 1856  carved out from the rich, expansive region of Cagayan Valley. The province was named after Queen Isabela II of Spain.

 After the end of the Philippine Revolution which saw the capture of Pres. Aguinaldo in Palanan, Isabela, the province was reorganized under the American regime through Act No. 210, passed August 24, 1901. The province was a noted corn and rice basket in the region and found a cause to drumbeat this reputation through its participation in the annual Manila Carnival.

Out also to prove that Isabela was not just a land of plenty but also of beauty, the provincial government sent its first-ever beauty delegate to compete in the 1st National Beauty Contest of the 1926 Manila Carnival. The pert and pretty Arminda Martinez was appointed for the job, which she did with aplomb at the national event. The title, however, went to Miss Batangas, Anita Noble.

225. Carnival Beauties: ELIA SANCHEZ, 1926 Miss Masbate

MAS BELLA! MASBATE! Elia Sanchez, the first and only known Miss Masbate to represent her island province of Masbate, at the 1926 Manila Carnival search for Miss Philippines.

The island of Masbate was just 4 years old when the local government joined the Manila Carnival as a form of support to the national festivities as well as to breastbeat the progress it has attained as an autonomous Philippine province.

Previously, Masbate was a part of Albay; it was declared a separate province  in 1864 with Guiom as its capital. Pres. Emilio Aguinaldo however, moved the capital to Masbate town, just before the declaration of the Philippine independence in 1898. With the arrival of the Americans, Masbate was again annexed to Sorsogon in 1908. It was finally declared an independent province with the approval of a bill on 1 February 1922.

In the revamped Manila Carnival 1926, Masbate was proudly represented by the dark-eyed mestiza beauty, Elia Sanchez, who blazed the trail by becoming the first and only known Masbateña to vie for the the Miss Philippines title.

Sanchez was educated at the Colegio de San Juan de Letran and married Genaro D. Briz, (lawyer-governor of Bicol-Masbate, 1932-1934, later Justice of the Peace of Masbate, Masbate, 1946)  in her later life. Papa Naroy and Mama Eyang had four children: Jose  (a doctor who moved to the U.S.), Rafael (who remained in Masbate), Soledad, and Natividad Briz-de Matera. The couple raised their children in Masbate where they had a large and thriving coconut plantation. Mama Eyang was just in her 30s when she died unexpectedly of pneumonia in her 30s which she caught due to exposure. 

224. Carnival Beauties: VIRGINIA LEJARDE, 1930 Candidate of "Alitaptap"

ALLURE OF ALITAPTAP. Virginia Lejarde, the official candidate of Alitaptap Magazine to the 4th National Beauty Contest search for Miss Philippines 1930. 

With the great success of the 1929 Manila Carnival queen search that saw the participation of the country's leading schools and institutions, the 1930 Manila Carnival was touted by publicists to be even more spectacular. Sure enough, in the search for th queenship of the Carnivsl, magazines and newspapers came back in full force to field their own candidates--this, in addition to the school bets.

Publications like The Manila Times, Liwayway,  The Philippine Herald and Tribune sponsored their own beauty bets together with schools that included Philippine Collegian, U.P. and the Centro Escolar de Senoritas. Even smaller dailies like Atalaya and Alitaptap were ably represented by lovely Filipina belles.

Alitaptap was a popular Tagalog magazine that was first published in 1928, and which had a successful run till the '30s, ceasing publication with its 29 December 1932 issue. Of its Carnival candidate, Virginia Lejarde, not much is known. The 1930 Miss Philippines crown went to an Ilongga teenager, Consuelo Acuna.

223. Carnival Beauties: PILAR LIWANAG, 1930 Candidate of "Liwayway"

LIWANAG NG LIWAYWAY. Liwayway's bet to the first Miss Philippines quest of 1926, was an all-Filipina beauty with an all Filipina name so appropriate to the Tagalog magazine: Pilar Liwanag.

The oldest Tagalog weekly magazine in the country, Liwayway (Dawn) was begun way back in 1922 by Don Ramon Roces. The popular magazine featured short stories, serialized Tagalog novels, human interest and entertainment news, plus comics.

Famous Filipino literary figures wrote for the magazine, a roster that includes Jose Corazon de Jesus, Julian Cruz Balmaceda, Cecilio Apostol Borromeo, Lope K. Santos, Romualdo Ramos, Francisco Lacsamana and Pedrito Reyes, the son of Don Severino Reyes, who was the first editor of Liwayway

As a leading magazine, Liwayway joined the biggest of the Carnival festivities--including fielding its own delegate to the search for the Manila Carnival Queen. In 1930, their lovely bet had a name as Filipino as the magazine's name--Pilar Liwanag, who may perhaps be the first Miss Liwayway. Nothing came out of her participation though, as the competition was very tough that year, resulting in the crowning of two queens--Anita Noble of Batangas (Miss Philippines) and Carmen Fargas of Zamboanga (Miss Pearl of the Orient).

After the Carnival years, the still-popular magazine which by now had expanded to include sister publications Bannawag, Hiligaynon and Bisaya--mounted its search for its own Bb. Liwayway beginning in 1938, determined by ballot voting. The Bb. Liwayway contest had a national appeal, remaining popular from the late 30s to the 50s.

219. Carnival Entertainment: COMPARSAS DE CARNAVAL

ZAMBOANGA CARNIVAL, 1923. A group of performers from the Center of Agriculture.

The throngs of people who flocked to the Carnival were treated every night with all sorts of spectacular entertainment—danzas (dances), themed balls, music, circus acts and acrobatics. There were just too many nights to fill over a period of two weeks—the 1908 Carnival alone featured three balls that were livened up with regional dances performed right at their national pavilions with their respective flags.

The best performing groups (comparsas) were recruited by the provincial organizers to provide musical entertainment and dance interludes. Scouring the schools for the best dance and drama groups, the chosen performers were carted off to Manila to show off their terpsichorean talents to the delight of the Carnival crowd. They often aligned their performances with the visual theme of the Carnival—Hindu-Arabic, Grecian, Russian, Fantasy, Filipiniana.

COMPARSAS LAS BATURBOS, Ilocos Sur Carnival 1923

Folk dances were staged on the ballroom in the center of the Hippodrome—measuring 300 ft. x 100 ft. The capacious dance floor was outfitted with first class wood made “to shine like crystal”. The enclosed area was defined by a wall with mural paintings done by the artist Robert McGreer and illuminated with electric bulbs.

COMPARSAS BALINTAWAK, Ilocos Sur Carnival, 1923

The production numbers grew more elaborate as the years passed; in 1929, during the reign of Pacita delos Reyes, aside from the Comparsas Night, there was a separate tribute prepared by her proud university called University of the Philippines Night, in which students rose to the occasion to stage “Pageant of Agriculture”, memorable for its scenario written by Carlos P. Romulo and its music supplied by the U.P. Conservatory of Music.

The entire university gave its all-out support and student earned P.E. credits for their participation in the evening spectacle. In no time at all, provincial carnivals were including performances by local comparsas, and a few of their productions are captured in these vintage souvenir photo postcards from the said events.

GYPSIE DANCERS, Camiling Petit Carnival, Tarlac, 1930.

217. 1908 Sultana del Pasig, CONSUELO AGRAVA

CONSUELO DE CARNAVAL. Local beauty, Consuelo Agrava of Manila, captivated the carnival crowd with her morena beauty and soulful eyes, reigning as Sultana del Pasig in the 1st edition of the national fair.

The first-ever Manila Carnival of 1908 probably holds the record as the carnival edition with the most number of royal beauties. Not only did the fair had two queens (Pura Villanueva as 'Queen of the Orient' and Marjorie Colton as 'Queen of the Occident'), but each reina had a retinue of at least 12 damas with their own 12 consortes, plus 4 young courtiers or page boys.

Another special title was given to a local beauty to represent the royal realm of Pasig, an important district of Manila on whose land the great and mighty river that dictated the commerce of the land--Rio de Pasig--flowed.

The first Sultana del Pasig, Consuelo Agrava, from the Bureau of Education, was handpicked by city officials for her very apt beauty. She As “El Renacimiento” reported, Miss Agrava, was “truly of the Sultana type, dark, with ojos de sulamita” (eyes of a peaceful woman).

A spectacular float was made by her city exclusively for her, an Oriental pagoda featuring native nymphs positioned up front, in the act of rowing. Over the boat, large “tutubis” or dragonflies hovered around her, coming to life as the carroza was driven at the Hippodrome. At the poopdeck—the topmost part of the float—Consuelo did not sit, but reclined on a lounge—the dramatic pose of the sultana elicited much applause from an awestruck crowd.

After the Carnival hoopla, Consuelo returned to her work as an educator, becoming an active member of the Parent-Teacher's Association (PTA) of Manila where she was, at one time, named as Chairman of the Committee for Entertainment. She married Jose Alvarez Agoncillo with whom she had three offsprings: Antonia, Marina and Francsico.

215. Carnival Beauties, LOURDES AUNARIO, 1930 Miss Philippines Candidate

HONOR FOR AUNARIO. Lourdes Aunario, 1930 Miss Philippines Candidate, was sponsored by the newspaper El Debate. She made it as one of the semifinalists.

In the controversial finals leading to the 1930 search for Miss Philippines that saw the withdrawal of frontrunner Violeta Lopez who refused to wear a swimsuit, one campus beauty found herself enmeshed in the fray. Lourdes Aunario was the candidate of the newspaper El Debate to the contest, which gave her all-out support. 

The Spanish-Filipina mestiza was the daughter of Gregorio Aunario, whose father, Hugo Aunario came to the Philippines as a member of the Spanish Army. Hugo married a Filipina who bore two sons, Pedro and Lourdes’ father, Gregorio. She also had a sister, Carmen who went on to marry Sen. Saturnino Mendinueto.

The Aunarios were well known in Philippine society; uncle Pedro Aunario, for instance was the editor of the leading paper of that time, La Vanguardia and was a proficient writer in Spanish. Later, he entered politics and became a representative of Mountain Province, until he resigned from the legislature in 1923.

Lourdes made it to the semifinals, no mean feat, considering the presence of formidable beauties that included Estrella Alvarez, Nieves Benito, Rosario Ruiz Zorilla, Luz Villaluna, Corazon Campos, Violeta Lopez (withdrew) and  the eventual winner, Consuelo Acuña of Iloilo. It was said that one of her suitors was painter Fernando Amorsolo, the future national artist. After the contest, she got married and bore a daughter, Natividad, who married the son of Italian duke, Lombardi.

(Many thanks to Ms. Cecilia Lumbre, niece of Lourdes Aunario for the above information)

214. Carnival Beauties: LEONOR BUSTAMANTE, 1927 Miss Cavite

CAVITE'S CHARMER. Leonor Bustamante, the first Miss Cavite, competed in the 1927 Manila Carnival search for the second Miss Philippines.

The province of Cavite was another staunch supporter of the Manila Carnival undertakings, contributing its own commercial, agricultural and industrial exhibits for the fair. It also held its own Carnival versions--and at least one petit carnival, held in Imus, was organized in the mid 20s. In the 2nd National Beauty Contest of the national fair, Cavite sent the winsome 16 year old Leonor Bustamante as its official delegate, the first known Miss Cavite. Miss Philippines for that year went to Luisa Marasigan, who came in as Miss Manila.

212. Carnival Beauties: CONSOLACION PURUGGANAN, 1927 Miss Abra

CONSOLACION PRIZE. The first and only known Miss Abra, Consolacion Purugganan, went to Manil to compete in the 2nd National Beauty Contest of the Manila Carnival, a beauty competition won by Miss Manila, Luisa Marasigan.

The first time that the province of Abra sent its beauty representative to the Manila Carnival search for Miss Philippines was in 1927. The honor went to the lovely Consolacion Purugganan of Bangued, who came from the large Purugganan clan that settled all over the Cordillera and the Ilocos region. The Purugganans count many prominent politicians in the family who figured in shaping the political history of the Ilocandia--like Don Severino Purugganan and Bangued municipal mayor, Ramon Purugganan.