It was recently launched here with an ecstatic show at Cinema 6 of Glorietta 4 with an I-Max-type experience featuring wall-to-wall, ceiling-high screens. Over 90 of the country’s top models oranced, shimmied and got down and low against multiple screens, blurring the border between music video and fashion. No wonder MTV Pilipinas was amply represented, including top VJ Sarah Meier.
Playing hosts were siblings Angeline Fiechter and Jackie Share with George and Mimi Siy of Jag Jeans, alongside their marketing team led by Veng Taningco. Team Jag was in full force with Jeng Martinez, Lorna Noche, Vince Dizon and Treb Monteras III.
If every religion has its pillars, then hip-hop has five  the poetry of its MCs, the beats of its DJs, the exuberance of its breakdancing, the power of its graffiti, and hip-hop style and fashion.
For "sistahs," this translates into skin-baring, body-skimming fashion that screams Jennifer Lopez. Halters, bellybutton tees, skimpy shorts and micro-mini skirts, as well as ultra-flattering skintight jeans. The Jag Thug line has these and more  from urban guerilla wear in camouflage tees, jeans and hot pants, to spotted, slashed jeans with bells as wide as mermaid’s tails. Hipsters and low-riding denims were teamed with colorful knit tops, basketball tees and bandeaus.
For men, street-sweeping jeans and cords, from mid-calf shorts (with drawstrings top and bottom to help adjust length) to wide-legged, capacious numbers. Oversized tees and car coats are preferred tops.
Curvaceous Chill turned up with Wally Chamsay and Roselyn Reyes of Sony Records, while Ricky Ilacad and Anne Poblador of Warner Music brought a regional delegation to take in the sights. Hip fashion director Robbie Carmona jigged with cool columnist Tim Yap. MTV veejay Sarah Meier shone with Bong Paderna, Anne Matoto and Rod Nepomuceno  all of MTV Pilipinas. Fashion media’s glamour girls were also present  including Myrza Sison, Mia Fausto, Ria Francisco, Ianne Sison, Karen Velasquez, Essie Romero, Jasmine Marina, Iya Guingona, Bianca Salonga, Aubrey Pengson and Joyce Fernandez. Also spotted were Angelique Villaraza of L’Oreal Philippines with Joel Ong of Milkwear and Jing Monis of Propaganda. ABS-CBN’s hot stars Paolo Contis, Baron Geisler and John Pratts helped spread the teen spirit. Ace director Chito Roño joined the bash alongside Jhong Hilario of the Streetboys. Top commercial models Dean Hinkley, Luke Muchlin, Robby Mananquil and Kenji Marquez were real girl headturners. Even rock groups Greyhoundz and Imago plus hip-hop groups Madd Poets and Salbakuta joined the party.