From 2011 to 2013, homegrown retail giant Penshoppe introduced to Filipinos a succession of foreign male endorsers namely American actors Ed Westwick, Ian Somelhalder, Josh Bowman, and Zac Efron, and Thai heartthrob Mario Maurer.
But come 2014, the proudly Filipino label made a game-changing move not only with its marketing direction but also across the entire local fashion scene. Penshoppe landed a coup with British supermodel Cara Delevingne as its brand ambassador.
Delevingne was walking the runways of renowned fashion houses Chanel, Oscar dela Renta, Dolce & Gabbana, Yves Saint Laurent, Moschino, and Fendi, and was on the cover top global glossies. She had also captured the eyes of Hollywood and began a career for the movies.
Despite her global status, Delevingne accepted the partnership with Penshoppe, which saw two successful campaigns for the Filipino company.
To keep its momentum, Penshoppe tapped Delevigne’s good friend and fellow supermodel Kendall Jenner for its next brand ambassador in 2015, who was then one of the fastest rising It Girls in US. Jenner, of course, hails from the famed Kardashian family of reality TV fame, and was as a big a hit as Delevingne in the Philippine fashion scene.
This year, as if best friends Delevingne and Jenner aren’t enough, Penshoppe pulled yet a third coup in the fashion world.
And yes, Gigi Hadid is their girl—the day’s highest paid supermodel.
At the big reveal, The Manila Times could not help but ask if all three runway goddesses can come to the Philippines and walk the Penshoppe runway.
“We definitely want to make this idea happen!” replied brand director Jeff Bascon just as excitedly.
That is, at least Hadid and Jenner, since Delevingne’s contract had apparently ended at the beginning of 2016.
“She is more focused in doing movies now,” Golden ABC Inc. president and CEO Bernie Liu told The Manila Times at the sidelines of the announcement in May at the Shooting Gallery Studios, Makati City.
As head of Penshoppe’s mother company, Liu also expressed excitement over Hadid’s addition to their roster of global celebrity endorsers.
Asked why the chose her, the Penshoppe founder admitted that the decision was trusted entirely to the brand’s young and vibrant marketing team.
As such, Bascon answered, “Gigi has a strong following in the Philippines but that’s not the only reason why we got her. She’s one of the world’s most in-demand supermodels, she has a great sense of style, she’s authentic, she’s cool. She represents the brand really well.”
For now, Bascon and his team are trying their best to bring Hadid here for a grander launch, and hopefully a meet-up with her Filipino fans, despite the supermodel’s “crazy schedule.”
And while the team is working on the Hadid visit, they may also try get their male supermodels Lucky Blue Smith and Sean O’Pry to Manila at the same time to pull the biggest coup of their brand’s-long existence.
Bascon envisions the four global mannequins clad in Penhoppe’s latest Denimlab 2016 collection, but each with a distinct personality.
Captured only in campaign photos for now, Bascon explained, “We wanted to make a strong statement and put Penshoppe at the top of people’s minds when it comes to denims. The beauty with our denim line is that different personalities can interpret and wear it accordingly. And what better way to do that than to have all of our brand ambassadors wear our new denim collection?”
He concluded, “Gigi is sexy while Kendall is a trendsetter. Lucky is edgy and high fashion, as Sean is the classic type.”