Miladay 2013 Ad Campaign

Bright Ideas (taken from Allure, Philstar

Men’s fashion has taken a big leap in the local retail scene. What better way to welcome this change than to have a style-setting collaboration series that features the country’s foremost designers at SM MEN’S FASHION.

In-house brand Main Street takes a new spin with the iconic artistry of RHETT EALA. He reinvents the classic menswear with his traditional silhouettes that have taken a modern tailored appeal in current shapes and forms. His contemporary lines and construction are defined in sleek, tapered and slim-fit wardrobe essentials.

The designer also brilliantly recreates the denim into stylish and functional pieces such as blazers, jackets and polos for day-to-night dressing. Cool casual to dressy ensembles define trend-based looks that are not only stylish but are also fashionably relevant. Bright hues are added to a range of mod neutrals to help update the classic palette.

The “swagger-like” look of Main Street is a successful fusion of sporty-street influences seen in its latest and innovative collection. Moving forward, the noteworthy collaboration of both brand and designer creates a higher standard in the world of local menswear RTW. Undeniably, it gives a brighter perspective for SM MEN’S FASHION in fashioning the times.

Photography by Jo Ann Bitagcol • Creative direction and styling by Luis Espiritu Jr. • Makeup by Ria Aquino • Associate styling by Mikka Velasquez • Model: Sm Men’s Fashion’s Hideo Muraoka • Main Street is exclusively available at Sm Men’s Fashion in all SM Department Stores • Shot on location at the MacArthur Suite of Manila Hotel

SM Men's Fashion: Randy Ortiz for Uberto Duranti

In the Philippines, the biggest and prime mover in the local retail landscape-SM-introduces their roster of menswear designer collections for Summer 2013. Each in house brand comes to the fashion forefront with their current forecast for the season of the best best in local design. Leading the pack of renowned and talented designers is Randy Ortiz. SM Men's Fashion collaborates with one of the local industry's pillar to create an exclusive and limited edition collection for Uberto Duranti. The classic brand known for its tailoring and corporate appeal transforms into a forward look of contemporary well-designed suiting. Ortiz modernizes the pieces with his signature and distinct touches of print and detailing. Polished and refined the boardroom look of the brand transforms into the modern day stylish wall street man. The traditional aesthetics levels up with dapper style stepping up from the conventional. Fabrication becomes extraordinary as a fusion of textures display a now feel that ultimately reinvents the man of the times.
SM Men's Fashion featuring Randy Ortiz for Uberto Duranti is a success and insight of better things to come for local menswear.

Photography by Frank Hoefsmit, styling by Luis Espiritu Jr., makeup by Bobby Carlos, modeled by Hideo Muraoka and Vini Tiexera. Shot on location in El Nido, Palawan. Randy Ortiz for Uberto Duranti is available in all major Sm stores.

Future Menswear

Sm Men's Fashion makes a breakthrough in the Philippines as it launches its designer series for its Summer 2013 campaign. Style setting in-house branding into forward retail fashion is the roster of prestigious names such as Randy Ortiz, Rhett Eala, Ivarluski Aseron, Rajo Laurel, Frederick Peralta and Louis Claparols. Shot on location at Conde Nast's top destinations in 2013-El Nido, palawan - SM unfolds the hottest trends with the season's ultimate essentials. Offering a variety of looks and noteworthy styles for the modern man, the department store spearheads a major platform for designers in massive and commercial retailing. Stepping into fashion forward direction, Sm Men's Fashion proudly promotes local design talent and is opening a new direction for menswear in the Philippines.

SM Style Manual Vol. 10

People Asia magazine together with SM Men's Fashion recently came out with a pre-holiday catalog of trends to surely hit Manila by storm.  Retail is picking up things to come inspired from the runways of international menswear collections of top designer brands.   Modern military and urban layering in slim silhouettes reinvent menswear through contemporary styling that define the style of the times.  Earth, blues and green tones dominate the coming season with a look of contemporary hues out of the ordinary.  There is a cool wave of understatement of dressing that creates a distinct look and statement from past seasons.  SM Men's fashion is welcoming the season with cool comfort and forward fashion as it redefines the retail scene with its current style manual.

Haute Jeans

SM Men's Fashion is launching their trademark Just Delivered Jeans campaign 2012 this June in the Philippines. Now on its third year, denim is stripped to their essentials and modeled by the hottest über model endorsers Hideo Muraoka, Benjamin Tang, Zaydan Timpani, Pedro Mologni and welcoming the latest addition to the group- TV personality- actor-model Daniel Matsunaga. Local retail denim has never looked this good with these line up of gorgeous looking men for SM Men's Fashion.

SM Mens Fashion Summer 2012 Campaign 1

Immaculate white unfolds as the first in a series of Summer 2012 campaigns of SM Men's Fashion.  Set in the natural mangroves of Kalibo, retail depicts forward casual wear in its most manly attraction.  The look and feel is stylishly rugged evoking a fusion of both modern and basics.  Yes, SM Men's Fashion is rethinking the modern man's wardrobe as it reinvents the classic and is giving a whole new feel of sexiness.  Retail fashion comes anew in contemporary neutrals in a wide range of  khakis, taupe, ivory, bone, nude and whites. Forefronting style in the local landscape is a forward presentation showcasing hints of safari, utilitarianism, resort and lounge wear as seen in polos, knits, cargos and shorts.  The feel is all about showcasing the new sexy fitting for any modern man and his lifestyle.  Photographed by Frank Hoefsmit, the stunning ad campaign present the hottest faces of Sm Men's Fashion namely Hideo Muraoka, Benjamin Tang, Pedro Mologni and Zaydan Timpani to sizzle under the heat of sun. Marking down in history, SM's mouth-watering and thirsty quenching menswear Summer 2012 Ad campaign has never been this groundbreakingly haute and hot!  The retail giant has taken the big step in taking their fashion style forward.

Hot Summer.

Hideo Muraoka.

Benjamin Tang.

Zaydan Timpani.

Pedro Mologni.


Shot on location at the mangroves of Kalibo, Aklan.  Photography by Frank Hoefsmit, Styling by Luis Espiritu Jr., Makeup by Bobby Carlos, Associate styling by Reg Rodriguez and Mikka Velasquez, assistant makeup artist Ria Aquino, Hair styling by Jaime Sy, video by Mau Aguasin, modeled by Hideo Muraoka(Mercator), Benjamin Tang(RECO), Zaydan Timpani and Pedro Mologni(both at IM Agency).

SM Mens Fashion Holiday 2011 Campaign

Menswear retail in the Philippines is undergoing a style transition moving in and out from reality to fantasy and vis a vis. Inspired from cinema's iconic films, SM Mens Fashion's Holiday 2011 Ad campaign showcases modern tailoring incorporated in mass retail.  Soft and hard lines work silhouettes and form in up to date layering.  Bespoke transcends into style adaptations whethere in silhouette, cut or form.  The cinematic appeal displays a certain feel, emotion or moment in a refreshing presentation of real fashion.  Truly something visually new for the industry pillar, traditional local retail is currently stepping out of the convention into a more future forward direction. SM Mens Fashion is braving the look and feel of trendsetting fashion and moving into global mainstream.  

Photography by Frank Hoefsmit, styling by Luis Espiritu Jr. Makeup by Bobby Carlos for Max Factor, Hair styling by Jaime Sy, Associate stylists: Reg Rodriguez, Donna Gonzales Lim, Mikka Velasquez and Rudolph Leonor.  Models:  Hideo Muraoka, Benjamin Tang and Drew Rivera.  All clothes by SM Men's Fashion