Joey Mead, Rovilson Fernandez, Jon Avila at Tough Jeansmith launch

The HongKong brand’s urban utilitarian pieces came to life at the store’s launch last week.

Tough Jeansmith Ambassador Joey Mead. Click for more photos.

Tough Jeansmith, the first private label of one of Hong Kong’s leading fashion retailers Bauhaus, launched the brand with a fashion show on July 28 at the Shangri-la Mall Atrium featuring pieces from its Spring-Summer 2009 and Autumn-Winter 2010 collections. The fashion show, directed by Jackie Aquino and styled by Myrrh Lao, featured the Tough Jeansmith signature urban utilitarian style--industrial, hardwearing and street. The models showcased t-shirts, button-down tops, jackets, street accessories and jeans.

Representing the brand were Tough Jeansmith ambassadors Joey Mead, HBO host and model; Luke Jickain, model and actor; Patty Betita, personality coach; Manolet Dario, DJ; and Atoy Llave, car body kit genius. Spotted at the event were TV host Rovilson Fernandez, singers Kris Lawrence and Lana Roi from girl band Eurasia, Jam 88.3 DJ Lambert, Coach Rio Dela Cruz, and model-stylist Bianca Valerio, who hosted the event. World-renowned hip-hop dancers Philippine All-Stars performed and spray painted, along with the models and Tough Jeansmith ambassadors, the white walls and stage.


Tough Jeansmith branches are at Shangri-La Plaza, Trinoma, Brat Pack Greenbelt 5, and Robinsons Place Manila. Photos from Tough Jeansmith’s Facebook.

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