Form

In the material world, form is everything. Substance is only incidental. The packaging of a product or a person is more important than quality.

In this context, media-genic individuals are “influencers.” They can project their ideas and trend that change the taste, habits, and lifestyles of people.

The gurus of stylish living have evolved. There was guru Martha Stewart who blazed the way for years. Ladies of leisure, with disposable income, were her avid disciples. They followed with great zeal and zest, the template for good living as shown in her TV show, books, and magazines.

The lifestyle goddess was a marketing phenomenon who created a cult and an empire. All the media hype generated excitement. The consumer magic trickled down to mid-market consumers. Style fanatics copied her formulas for weddings, home décor, flowers and food settings.

The Italians call it “la bella figura” or beautiful form.

It paints a picture of the perfect figure clad in vogue-ish fashion and jewelry, riding a luxury sedan or a flashy sports car, playing golf at the most exclusive club dining at the best restaurants, traveling in style, living la dolce vita. It makes other envious of such sheen and polished perfection.

Stewart’s star faded when allegations about ImClone’s insider trading haunted the domestic diva. She was investigated and put in a country club jail. From there, she continued to influence people.

Oprah is another diva who has influenced millions. Her style and approach to life are more down-to-earth, folksy, and wise. She is so popular that people speculate that she could run for the US presidency.

In the local scene, the trendy social set and the aspiring mountaineers are obsessed with becoming the new style setters. No matter the cost.

At the periphery of the chic circles, the wannabes are in a frenzy to attend as many social events in a season. They go to fashion shows, charity balls, food festivals, polo games (even if they don’t understand the sport), restaurant and boutique openings, receptions and celebrity wakes. Some dare to gate crash the exclusive events such as weddings and birthday parties.

They invite important people to their designer homes to impress others with their possessions — antiques, paintings, crystal chandeliers and imported kitchen cabinets and appliances, The guest list consists of collectibles — prominent personalities like trophies they can show off.

It is the deep-rooted desire to see and be seen, and to belong. By sheer proximity to power, and through osmosis, they hope to imbibe the aura of class and acquire social cachet.

Some lucky aspirants, by virtue of well-matched marriage, spectacular business, political success, or timely association with the right people, are successfully integrated. Others will remain aspirants — on the brink, but not quite there.

Money, hype, and packaging cannot buy everything.

At an exclusive high rise condo, la bella figura is taken to extremes. Observing the residents is an eye-opening experience. Many expatriate tenants assume pretentious airs of superiority and superciliousness. With their dollar expense account, trophy wives or recycled partners, they strut about like grand peacocks and speak in loud hi-fallutin’ tones. They have flashy sedans and SUVs, some bearing diplomatic tax-exempt plates.

It must be the air of luxury that inflates the egos and makes them feel so self-important. Living in luxury, pampered by household helpers, they never had it so good, not in their own countries.

In the mornings, the lobby area looks like an eerie scene from the not so distant colonial past. A foreign or local mast giving orders to the servants who jump to open the door and bow as he passes by.

He keeps other residents waiting at the driveway entrance as he gives detailed instructions to the obsequious chauffeur in uniform.

The security guards and doormen, intimidated by the imperious master, freeze in awe or fear.

The spouses provide interesting contrasts. Many ladies are proper, friendly, and low-key.

However, a few women should enroll in a crash course for good manners — how to dress and behave properly. The pseudo-prima donnas’ grandstanding affectations reveal a serious lack of breeding and taste.

One vain woman walks with her chiseled nose in the air, with her raised hand (and crooked pinky) waiting to be kissed. She wears a diamond tiara, grand chandelier earrings with a fur-trimmed gown to a ball. The outfit does not match the tropical weather. On other occasions, she attracts attention by being loud. She brings her own photographer. The husband meekly follows his trophy wife with kids in tow.

Restraint is not in the vocabulary. Pretense and vacuous living are.

A slinky woman (married to a foreigner) wears sparkling jewelry with her cleavage defining skintight gym outfits. The “I have arrived” look. She tells her driver to run ahead and hold open the elevator. The she airily walks with the kids and pet dog through the lobby.

Her haughty manner and fake accent are typical of a local girl who marries up — for the green card and expat perks. The classic case of a fly on top of a carabao.

Without substance, a shallow person is like a hot air balloon that flies high. Soaring above the ground is a heady feeling. He/loses perspective among the clouds. Everything looks small, trivial, in comparison.

At a certain point, the steam runs out. The air cools and becomes heavy. The balloon drops like a rock to the ground.

Reality sets in. What then?

Maria Victoria Rufino is an artist, writer and businesswoman. She is president and executive producer of Maverick Productions.

mavrufino@gmail.com