MANILA, Philippines - The apparel brand that once showcased some graphic tees and fun party wear has unveiled its new look. Oxygen has definitely been infused with a new sense of cool. It was a great Wednesday night treat at one of the city’s niches for art and things that people talk about — Whitespace in Makati.
To launch its new campaign and collection, the company splashed the gallery walls with photos and videos following four key models: Lavinia, Laura, Sergio and Nikki in a sort of “day-in-the-life” documentary as they transform from daytime walking and talking to night time partying and city-hopping.
The plan was to not have a plan...
Oxygen’s fresh apparel makes it a breeze for these four friends to maneuver their way through brunch dates to dinner parties and nightcaps with the glowing city lights and bustling streets. The fun never stops when you’re comfortable and confident and you look effortlessly smart.
What they’re saying is you can slip on anything from the brand’s collection and you will look good. It’s effortless. It’s simple. It’s stylish but in a subtle, understated way. It’s top-of-the-line but down-to-earth. It is edgy but sophisticated and you can wear it every day.
You don’t need to think about it. Just wear it and have fun in it. Oxygen’s pool of design geniuses and creative minds, headed by brand director Jeff Bascon, have already gone all over the world and back and have already done all of the thinking and legwork for us.
Photographs for the photodiary were shot by Doc Marlon Pecjo in the urbanscapes of bustling Hong Kong.
The lightweight fabrics are the perfect canvases for amazing detail. The pieces still remain classic, not flashy because of the cool grays, blacks and mostly neutral palette, which gave a nice balance to it. Oxygen’s carefree, unpretentious and ultra-cool attitude elevated its casual look into highstreet worthy style. The apparel company has perfected the fashion philosophy of undone elegance.
It’s the fine quality of fabrics and the craftsmanship of the clothes that make every piece something that’s sure to make you look good. It’s a really well-thought-of collection, an exciting preview to Oxygen’s upcoming collections.
Interspersed with this video was also a documentary to Oxygen’s campaign video, XTV.
It featured Manila’s stylemakers — photographer Doc Marlon Pecjo (who shot Oxygen’s new campaign), entrepreneur Divine Lee, filmmaker Quark Henares, artist Revo Naval, writer Pam Pastor, stylist Kai Magsanoc (who styled Oxygen’s new campaign as well); Slick Rick, Tony Toni and Sam YG of Boys Night Out, tattoo artist Ron Poe of P&P Tattoo and makeup artist Jigs Mayuga — people who stood out by simply being who they were.
An episode of XTV will be launched every Saturday via www.oxygentm.com/xtv to back up its new sleek style and showcase Manila’s one-of-a-kind trendsetters.
After setting our gaze on highstreet fashion fun abroad, the lights were dimmed and the fun began in the gallery itself as the music pumped up with the sounds of Us-2 Evil-0, DJs Gigee of Fluxxe, Chie Castaneda of ILY x Future Bar and DJ Bcal of Styles.
Ten key looks from Oxygen’s new collection were worn on the spot by the models as they walked beside, behind, around and among the finely dressed audiences in the gallery. It was like a fun sneak peak backstage as the models were primped and powdered and tucked and styled right before our very eyes.
The concept was unconventional and yet the event had a fun, friendly atmosphere, with the cool and well-dressed style experts of Oxygen.
Lots of thin, jersey tops that were loose or layered for the women were seen sashaying amidst a packed party atmosphere. The most notable details were short skirts with draping details, thin camis, high waists and cropped structured jackets.
Some crisp and tailored shirts for the men, paired with newsboy caps, cuffs, jackets and sneaks stood out in such an effortless manner. It was both laidback and sharp at the same time.
It was something that took the audience’s breath away but filled us to the brim. 2010 brings new and exciting things for the brand and the launch was a perfect introduction to the upcoming season.
For those who want runway-worthy style rendered in street smart cool, there’s a refreshing dose of Oxygen, rapidly infusing the fashion style files.