Penshoppe enrols Bella Hadid as it expands its Asian network

Philippine fashion brand Penshoppe has enrolled high-profile US model Bella Hadid as its new face, as the brand continues its steady Asian expansion.

Hadid is fronting Penshoppe’s pre-holiday campaign, ‘Generation Now’, clad in denim, graphic tees and jackets with fashion detailing from the label’s street-inspired collection.

Penshoppe has been quietly expanding its Asian and Middle Eastern network, now boasting 32 stores in seven countries: 10 in Indonesia, seven in Vietnam, Six in Saudi Arabia, four in Myanmar, three in Cambodia and one each in Thailand and Bahrain. The stores are a mix of shops-in-shops in department stores, and stand-alone, single-brand outlets.

Penshoppe is owned by Golden ABC, launched in 1986, which also owns the labels Oxygen, Forme, Memo, Regatta and Tyler. Red Logo is a direct-selling subsidiary of the business.

Bella, named Model of the Year at last year’s Models.com awards, previously starred in campaigns for Ralph Lauren and Victoria’s Secret. She follows in the footsteps of her sister Gigi as an ambassador.

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Shot in California, the new campaign is aimed to encapsulate the label’s youthful vibe, of-the-moment fashion and street aesthetic.

Here’s a video of Bella at the campaign shoot:

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