JAG Rethinks the Possibilities of Denim at MNL Fashion Week 2026
JAG enters its golden year with a reimagining of its signature denim. At MNL Fashion Week, the brand pays homage to the modern mermaid and unveils a fresh face set to introduce it to a new generation.
by Kyla Villena
Published on Sep 4, 2026
Denim’s status as a wardrobe staple is rooted in its storied past. Over the decades, it has undergone countless evolutions. What began as utilitarian workwear eventually became a tangible symbol of youthful rebellion against rigid conformity. It was only a matter of time before denim found its way onto the runways and, eventually, into the closets of just about everyone—regardless of personal style, taste, or outlook on fashion.
In 1976, JAG entered the Philippines with denim already at its core. Its presentation at MNL Fashion Week marks the brand’s golden year, and what better way to celebrate than by revisiting the silhouettes that built its legacy while exploring what they can become next?
“Fifty years gives JAG an incredible heritage to build from, but the anniversary is really being used as a starting point for what comes next,” said marketing director Donnie Manaloto. “The brand wants to take the equity it has built in denim and make it relevant to a new generation—through better products, stronger storytelling, more elevated experiences, and a greater presence in fashion and culture.”
With MNL Fashion Week bringing together designers, creatives, and other voices actively shaping the Philippine fashion landscape, JAG saw the event as “the right setting to connect its history with its future.”
Denim may be safe and familiar, but it remains brimming with untapped potential. With its latest collection, Denim Gold, JAG sets out to explore just how much further it can go.
JAG Marks Its Golden Year and Unveils a Fresh Face on the Runway
Silence and darkness fill the room, but not for long. The sound of waves washes over the space as the four walls take on a blue tint. On the screens, waves crash against rocks as a mermaid fearlessly threads her way through the water. The sea is unpredictable, but she knows how to navigate it. Against this backdrop, the words “gold was never the finish line” set the scene.
The collection makes its case from the very first look. Model Habie Mondido emerges in a cropped top traced with denim outlines, with fringe along the arms that sways with every movement. It is paired with dark-wash jeans, distressed into geometric patterns and slit at the shins. With a single tug, the jeans collapse to reveal capris painted in foil-like silver and blue, the denim arranged into angel wing-like shapes that evoke mermaid scales.
From then on, JAG showcased just how much more denim can be. Some looks centered on utility and construction, pieced together with visible hardware. Others sat at the opposite end of the spectrum—soft, light, and delicate. These took various forms, from ultra-flared and wide-leg jeans bedazzled with gems to high-low skirts finished with long trains and pleated edges. Billowing fabrics dyed to mirror the signature blue of light-wash denim lent the collection an added softness, moving freely as though shaped by the ocean breeze.
A standout was a full-length coat crafted from denim manipulated to resemble fur—a piece that stylist and model Chloe Sanguyo singled out as her favorite look. “I’m glad na [they took a] different approach.” She also took note of the use of scraps throughout the collection, adding, “Happy rin ako na for sustainability na yung mga local brands ngayon.”
The collection also resonated with model Patricia Henson, who considers herself “a big fan of denim.” “I think they did such a creative thing to put all these outfits together, and I love the connection to the sea. I think it does scream Filipino in a sense,” she tells Preview.
Patricia was particularly drawn to what she described as “woven denim.” She continues, “I loved all the textures they added to it, because denim is such a simple fabric and we use it every day. The patterns that they put there were really interesting.”
It’s not over until it’s over. The lights dim, only for the screens to illuminate the room with a video paying homage to the brand’s ’90s Merman campaign. Then, the wall parts to reveal the woman at the center of it all: Nadine Lustre.
She takes her first walk as the newest face of JAG in an edgy, sculptural corset, its triangular panels stacked and fanned outward beyond her shoulders. Her bottoms begin with a baggy silhouette, overlaid with panels that sculpt them into a straighter cut while creating intricate geometric shapes. A wide denim train finished with scale-like edges ties the look together, transforming Nadine into the collection’s modern mermaid—one who charts her own course with confidence.
The JAG presentation served as the third and final show of MNL Fashion Week Day 1, following showcases by young designers Yana Kalaw, Kill Joy Studios, and Lilah Roché, whose segment opened with Michelle Dee gracefully treading the catwalk.
“Nakaka-proud makita yung pieces ng lahat,” said Preview Pride 2026 cover star Yani Villarosa, a first-time MNL Fashion Week attendee. “Bawat designer, iba-iba yung vibe, and it’s so fun! We opened with Michelle Dee, and then closed with Nadine Lustre, and that's on what? Power,” the Gen Z personality expressed.
Given denim’s familiarity, one might ask how else it can be shaped for the future. How do you reimagine this enduring wardrobe staple into something new? JAG seems to have the answers.
Kyla Villena loves a good lip gloss and a trip to the art gallery. She is Preview's beauty girl, who doubles as a self-proclaimed motivational speaker.