Heat makers

Summer is here and I couldn’t be happier. There’s something about waking up with the sun shining brightly that instantly puts me in a good mood. As a kid, I would look forward to days spent playing with my neighbors, staying up late watching TV and, of course, the mandatory trip to the beach. Living in a tropical country equals endless days of sun, sand and the sea, where everyone is in feel-good mode despite the sweltering heat. I, for one, am excited about my upcoming summer trips and, like any fashionista,

I can’t wait to put together the perfect wardrobe. I live for short shorts, sundresses, tunics and cotton tanks and would wear these all year, all the time, if I could. And thankfully, living in the tropics means no shortages of these summer staples.

Come March, local brands come out with their summer collections and this year, retail giant Penshoppe takes the lead. Known for its quirky, out-of-this-world ideas, the brand shocked us with billboards around the metro of their teen endorsers spray-tanned a bright rust shade with white-blonde wigs and blue eyes, wearing eye-catching colors and holding big hoses and water guns. The theme is preppy-nautical, as seen in the striped shirts, plaid shorts and accessories in vibrant primary colors. At first I thought it was an homage to Barbie, since no human being ever looks like that. Then I thought maybe it was the quintessential California girl that was the inspiration. Either way, much to the brand’s delight, it created a buzz and got people talking.

Last March 11, Penshoppe launched their “Toast to Summer” campaign with a sizzling hot party at Thai resto People’s Palace to a full house of celebrity endorsers, media and friends. The brand also showed their latest TV commercial, which I thought was exceptionally done, from the set design to the costumes and special effects. It made the wacky billboards make more sense, although I still think it was a bit over the top. Nevertheless, what’s more important is that the brand was able to take the “basic” out of basic clothes and make them more appealing. It’s just what we needed to jolt us into summer mode.