Raw talent x Denim Heritage
MANILA, Philippines - Lee Jeans is mobilizing its design troops. Taking its vast denim heritage to the forefront of battle, the denim brand has drafted the best that the universities have to offer. With their campaign of “Own the Moment” — individualism that borders on rebellion—Lee has harnessed the raw creative power of the collective design minds from Ateneo, De La Salle-CSB, UP and UST. For six weeks, guided by seasoned fashion insiders, the fashion army of 20 (with five students per University), underwent intensive design training and exercise.
Crystal Laundry - Ateneo
Denim heritage is given a spin with readjusted workwear while the finish is stripped of color, bleached and white-worn. Channeling the luxe vibe of the 70’s are flares, pantsuits and maxi skirts for womens, denim on denim and checkered grunge for mens.
Tropfest - De La Salle and College of St. Benilde
Music festivals are the inspiration here with graphics and checks for men and cropped shorts in crayon brights for the ladies — Dyeing and washing techniques for that hot summer look and free spirited indie nonchalance.
Brooklyn - UP
The literal style army invades in this collection of military meets varsity. Heather fleece and gray hoodies are merged with utilitarian cargoes and olive green fatigues.
Midnight Rider - ust
It’s all about superstealth and dark definitions as denim goes lean and mean in extra skinny silhouettes. Slouchy tops in drapes and ruched shapes give contrast and play on textures. Meant as a transition collection, pieces work for day, and seamlessly eases into night.
Diamond Cut
Lee is always at the forefront of innovation. With Diamond cut, conventional patterns are readjusted to enhance every figure. The rear pockets give your butt an instant butt lift, and the side seams, displaced forward, giving the illusion of skinnier and ultralong legs. The Diamond cut uses the newly developed Lee Diamond Stretch fabric which provides exceptional comfort and fit as it moves with your body.
Model students from the four schools joined celebrities Bianca Manalo, Rich Herrera, and Priscilla Meirelles on LEEberation Day last 10.30.10 when Lee Jeans Rocked Fashion Week.
