Being bad looks good!
THE fashion scene’s unlikeliest style surprise comes from the Philippines’ longest revered denim brand, Jag Jeans, in the unlikeliest of packages: Lindsay Lohan spread in full bad girl glory along EDSA’S busiest spots.
Naturally, people stopped and stared, commented, tweeted and started a boiling social network debate, since the holiday season. And judging from its 30 years of intriguing brand imaging, controversial product styling, and reputation of changing the fashion game, Jag Jeans got exactly what it wanted, the invasion of the Filipino fashion consciousness.
With a long history of thriving in the Manila fashion underground, being a recognizable figure in the skater, punk, metal, graffiti, hip-hop, and dance subcultures, Jag Jeans have been the driving force for introducing upcoming, and infinitely risky denim styles, washes, and silhouettes in the mainstream market.
By capitalizing on new breakthroughs and techniques of washing, constructing, detailing, and packaging denim, Jag Jeans’ product aesthetic has long been at par with international denim brands, offering updated styles commonplace in international style capitals in a very reasonable price range. For this reason alone, Jag Jeans have been informally noted as the national denim brand of the country, with the highest record shares of over 2 million jeans sold annually.
But, in a consumerist culture like ours, where celebrity status reigns supreme, and product endorsements are fanatically worshipped, Jag Jeans, once again, challenges the societal norms of putting a face fronting a product. Usually casting anti-heroes and controversial celebrities hot in the limelight, Jag Jeans have provided an image that matches the over-all psyche of the young consumers: one that thrives in the rebellious spirit of individuality as opposed to manufactured-imagery. And so, it comes as no surprise that Lindsay Lohan, Hollywood’s enduring “Bad Girl,” becomes the new face of the Philippines’ own maverick denim brand.
In perhaps Jag Jeans’ greatest commercial risk, Hollywood’s best known anti-fairy tale—one that started with the trappings of young celebrity success, now in a continuing saga of controversy, gossip headlining, and much excessive lifestyle choices immortalized by paparazzi headshots, Lindsay Lohan still remains to be Hollywood’s poster girl for today’s youth—once a vibrant girl with a wonderful future, now living in the fast lane of wild abandon riddled with sharp curbs, road blocks, and close calls.
And yet, she rises above it all, unscathed, if not becoming much more popular. And the only recurring formula, it seems, is that Lohan has never strayed away from her own identity— always real, always honest, never compromising, and now inducing a long, arduous traffic in Manila’s superhighway.
The perfect match, it seems, for Jag Jeans’ new line of female denims, all showcasing a femme fatale take on denim fashion, Lindsay Lohan’s life of the wild side becomes a natural fit for the brand’s collection of rebel classics. What with ferocious animal prints abounding on sleek and slinky silhouettes of skinny jeans, cheeky shorts, and flamboyant flairs, peppered by subtle nicks, tears and fade washes, Jag Jeans have created a look that displays the inherent strength of the Filipina to go her own course, break boundaries and dispel societal norms.
Paired with loose, filmy blousons with soft reworked details, Jag Jeans capitalizes on the subtle sex appeal that comes with every Filipina. And through its handcrafted detailing and customization, the denim brand leads us to the Filipino positioning in global fashion, one that is characterized by superior craftsmanship, individualized look and quality construction.
By defying the norm, and introducing breakthroughs, by dispelling image in favor of its own identity, and by showing that brand integrity is the secret to commercial longevity, JAG Jeans x Lindsay Lohan shows us how being bad could be good—if you get away with it. For more information, www.jag-jeans.com.
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