American singer Joe Jonas is in town for his endorsement of local clothing brand Bench, which has already recruited international stars like Lucy Hale of “Pretty Little Liars” and “American Idol” finalist David Archuleta.
Wearing a shirt that says “Have fun in the Philippines” under his black jacket, Jonas performed before the press and a select number of fans at the Makati Shangri-La hotel on Wednesday afternoon.
“It’s my first time in the Philippines. I’m happy to be here,” he said.
Jonas rose to fame as the lead singer of Jonas Brothers, his pop-rock band with siblings Nick and Kevin. This time, however, he sheds his teen heartthrob image and dishes out dance and R&B hits from his solo album, “Fastlife.”
“The big difference is in the sound. You know, me and my brothers, we have different inspirations and personalities. Me, I love R&B music, I love dance music. I’ve always been trying to add that on to the Jonas Brothers’ music,” he explained in between screams of fans composed of mostly teens and college kids.
“Now, I’m really focused on dance and R&B,” he added. “Me and my brothers are very supportive of each other’s projects.”
Personal style
Jonas shared that he knew about Bench via the Internet while he was in the United States, describing its products as “really cool.”
When he was tapped to become the clothing brand’s newest ambassador, the American singer said he agreed right away.
“I’ve never been to the Philippines, so I said yes right away,” he said. “I got to meet the fans, I get to travel and see your beautiful country.
“Your place is fun and warm, and the food is amazing. Beautiful women, too.”
Asked about his personal style, Jonas said: “I like to take a risk in clothing, to stand out a bit. I like to express my personality through clothing.
“I always tell my male friends to try different clothes and to try a new color.”
Fans at the event noted that Jonas will add an edgy feel to Bench, which is known for its basic tees and jeans.
They added that the American singer will be a refreshing addition to its roster of endorsers, who are mostly hunks and sexy actresses.
Bench is currently the top brand among Filipino teens, according to a study titled “The Teen Research Unlimited: 2012.”
Aside from its long list of local celebrity endorsers such as Richard Gomez and Kim Chiu, the 25-year-old company has recruited a handful of international stars such as Jonas and “The Vampire Diaries” actor Michael Trevino.
Rivalry with Penshoppe
However, Bench still faces tough competition as other local brands have been doing the same as well.
Rival Penshoppe, for instance, has tapped Trevino’s co-star, Ian Somerhalder, as one of its latest endorsers. A press conference for the actor was held in Manila the same day Bench had the event for Jonas.
Penshoppe’s other endorsers include “Gossip Girl” stars Leighton Meester and Ed Westwick, and Hollywood actor Zac Efron.
Alex Mendoza, Penshoppe's brand director, explained that Penshoppe has "leveled up" -- first in terms of merchandise and second, through a redesign of its flagship stores.
He explained that the reason behind the foreign endorsers is to give Penshoppe "external validation."
"It's our way of saying that Penshoppe has made it globally and that the clothing is being worn by these big stars," he said during the Somerhalder press conference.
Kamiseta, a popular local brand of ladies’ apparel, meanwhile has Katie Holmes as its endorser.
Beyond the competition, however, is the fact that Filipino brands are slowly gaining a spot in the global market – the same way foreign labels are trying to adapt to local tastes by tapping Filipino celebrities to endorse their products.
Japanese fashion brand Uniqlo, for instance, has chosen Kapamilya stars Iza Calzado and Nikki Gil, basketball player Chris Tiu and Parokya Ni Edgar frontman Chito Miranda as its “Philippine cast.”
The company is set to open its first store in the country next month with the help of retail giant SM.
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