ALAMAT and XONARA Are OXGN's Newest Brand Ambassadors

OXGN is giving its holiday lineup a new set of faces this year, with its latest brand ambassadors P-pop groups ALAMAT and XONARA. The announcement comes alongside the launch of the brand's Holiday Collection, which trades the usual festive fare for darker colors, statement textures, and streetwear-inspired pieces.

The collection takes a darker turn for the holidays, trading bright reds for deeper shades and textures like leather and snakeskin. Chain accessories add to the mix, alongside layered looks that borrow from preppy streetwear. In the campaign, members of ALAMAT and XONARA wear the pieces in combinations that reflect their respective styles.

In a statement, OXGN cited the groups’ “distinct identities and artistic expressions” as key reasons for choosing them. The brand also noted how ALAMAT and XONARA connect with young Filipinos through music, style, and performance. Both groups will appear in OXGN’s upcoming campaigns and take part in its brand initiatives.

A 2023 Preview Creative 25 honoree, ALAMAT gained wider recognition with "Maharani," followed by releases such as "kbye," "Day and Night," and "Dagundong." The group draws from the Philippines' diverse cultural heritage, weaving local languages, traditions, and references into its music and visual concepts.

XONARA, the first girl group under 1Z Entertainment, made its official debut in May 2026 with "Tabi." The seven-member act followed it with "Pula" in August and "Imperfect" in October. Its members are also involved in shaping the group's music and creative direction, with the members credited as lyricists on their debut single.