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Nadine Lustre and James Reid Are the New Faces of folded&hung

We think this is the perfect pairing.
Nadine Lustre and James Reid Are the New Faces of folded&hung
IMAGE Folded & Hung
We think this is the perfect pairing.

We've seen this love team on the big and small screens, but this year we'll be seeing them as a part of folded&hung's roster of endorsers. We caught up with the brand's newly-appointed Creative Director Eldzs Mejia to find out more about Nadine Lustre and James Reid's latest campaign. 

IMAGE Folded & Hung

Hi Eldzs! How do Nadine and James embody the folded&hung spirit? 

folded&hung has always been a brand that likes to push the boundaries of the local retail scene. It’s edgy and forward-thinking, while still being representative of the personalities and interests of each generation. The brand mirrors the zeitgeist, and I’d like to think that James and Nadine embody the modern youth. They’re both very self-aware, have strong personal styles, and really understand how to present themselves at a time where people’s main source of inspiration is Instagram. That’s also who I think the ideal folded&hung customer isthey know what they want and are unapologetic about it.

Why did you choose this particular concept for the shoot? 

Since I joined folded&hung last season, we strengthened this image of a cool squad with different personalities that everyone can relate to. Our hashtag #WeAreFoldedandHung is all about celebrating each individual’s strengths, passions, and styles. As James and Nadine are really one of the hottest and most in-demand celebrities today, we wanted to introduce them to everyone in the coolest way possible. There are two levels to the campaign: the first one literally puts the spotlight on the couple as they arrive at folded&hung, representing the brand’s new direction. The second one features them joining the folded&hung holiday party.

IMAGE Folded & Hung

What about the styling, what did you have in mind for the look? What aspect of JaDine did you want to show through the clothes? 

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I wanted to stay true to the inspiration behind the collection, which was a sort of an ode to the many aspects of ‘70s fashionglam and funky but with a slight rebellious attitude. Styling wise, I kept everything cool and sexy, but still very youthful. I just wanted to present JaDine as how I, along with their many fans, see themconfident and true to themselves. As much as possible, I wanted to highlight the subtle details of the clothes: metallic fabric, hardware, raw-edge treatments, and statements printed on unique placements. I’m very excited for everyone to experience the full collection!

How was the pair on set? How did they react to the clothes? Did Nadine and James give their input as well?

James and Nadine were both professional and quite hands-on during the shoot. Prior to shooting, Nadine expressed her interest to choose to wear clothes for the campaign that she felt she would really wear in real life. I feel like that’s a great quality for someone representing folded&hung. We want everyone to feel confident in our clothes, that our pieces really speak to each individual’s personal style. Both James and Nadine actually got first dibs on the collection and got to take home star pieces from the collectionlike the checkered raw-edge shirt James wore in one of the campaign photos.

IMAGE Folded & Hung

Did Lauren or Jack have anything to do with your decision? Should we expect a campaign starring all the Reids?

In a way, I’d like to think so. folded&hung is more than just a squad that you want to be a part of, it’s also very much a family affair. It’s only natural for James and Nadine to join Lauren and Jack as the brand’s endorsers. As for a campaign starring all the Reids, you’ll have to watch out soon! 

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Keep scrolling to see the collection, plus a breakdown of all the items worn in the campaign! 

IMAGE Folded & Hung

(On James) Brown suede jacket, P2499.75; Button-down, P1099.99; Skinny jeans with statement embroidery, P1299.75

(On Nadine) Metallic pleated dress, P999.75

IMAGE Folded & Hung

(On James) Plaid button down, P1099.75; Skinny jeans, P1099.75

(On Nadine) Logo tee, P699.75; White shorts, P499.75

IMAGE Folded & Hung

(On Nadine) “Always” bandeau, P599.75; Lace-up skinny jeans, P1199.75; White denim jacket, P2199.75

(On James) “Electric Junkies” graphic shirt, P799.75; Metallic bomber jacket, P2499.75; Skinny jeans, P1099.75

IMAGE Folded & Hung

(On Nadine) Rainbow folded&hung logo tee, P499.75; Denim lace up skirt, P849.75

(On James) Colorblocked folded&hung logo tee, P599.75; Distressed denim jeans, P1199.75

IMAGE Folded & Hung

(On Nadine) Ruffled off-shoulder top, P1199.75; Denim shorts, P799.75

(On James) Knitted sweater, P1199.75; Pique shirt, P799.75; Cropped pants with piping seam, P1199.75

IMAGE Folded & Hung

Cuban collar button-down shirt, P1099.75; Denim jeans, P1099.75

IMAGE Folded & Hung

Floral button-down shirt, P1099.75; Army green button down outer shirt, P2099.75; Denim jeans, P1199.75

IMAGE Folded & Hung

Black and red mock neck pullover, P1599.75; Cropped pants, P1199.75

IMAGE Folded & Hung

Floral kimono top, P999.75; Ruffled denim jeans, P1099.75

IMAGE Folded & Hung

Yellow “1998” logo tee, P499.75; Denim jacket, P1499.75; Leather skirt, P799.75

All items are available at folded&hung.

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