Saturday, June 26, 2010



This fashion-forward leap for Oxygen can be seen in their exquisitely-shot new campaign – a day-in-the-life photodiary of sorts – photographed by Doc Marlon Pecjo in the urbanscapes of bustling Hong Kong. Oxygen’s photodiary features a group of friends living it up in the fast-paced, stylish city, maneuvering through their brunch dates and afternoons with unpretentious style, and diving headfirst into their dinner parties and nightcaps in nothing but Oxygen’s latest collection. Captured on-cam, their devil-may-care attitude and sense of style is completely complemented by Oxygen’s new collection – forward, sophisticated, carefree, and glowing in the city’s spotlights.

In this day and age, change is always a breath of fresh air. And Oxygen shows us how to do it perfectly.What began as a staple party apparel brand, Oxygen reinvents itself with an effortlessly cool and unabashedly stylish aesthetic, inspired by the devil-may-care, urban chic high street fashion. New cuts and silhouettes are given more flare with raw-edged scoopnecks and slouchy tops in lightweight fabric, sleek and tailored military-inspired pieces, ombre and acid washed tees and jeans.

They say matter cannot be created nor destroyed; it can only change in shape – and true to form, Oxygen shows us how it’s done with the right mix of street & sophistication. Most definitely a breath of fresh air.


What used to be your regular party gear took on a sophisticated turn and showed it off last Wednesday, June 16. Oxygen, which started in the 90s with their signature graphic tees, took on a high-street reinvention and launched their new campaign and collection in XTV, a photo and video exhibit at Whitespace.

Oxygen dissected street fashion and lifestyle with photos & videos of their new campaign, shot entirely in bustling Hong Kong. The urban, chic videos were followed by a preview of XTV, a documentary featuring Manila’s stylemakers – Photographer Doc Marlon Pecjo (who shot Oxygen’s new campaign), Entrepreneur Divine Lee, Filmmaker Quark Henares, Artist Revo Naval, Writer Pam Pastor, Stylist Kai Magsanoc (who styled Oxygen’s new campaign as well); Slick Rick, Tony Toni and Sam YG of Boys Night Out, Tattoo Artist Ron Poe of P&P Tattoo, and Makeup Artist Jigs Mayuga. An episode of XTV will be launched every Saturday via to back up their new sleek style and showcase Manila’s one-of-a-kind trendsetters.

Aside from their video presentation, Oxygen also featured their latest collection – a bold mix of neutrals, lightweight fabrics, offbeat cuts and silhouettes and military inspired details – in reverse striptease. Models came out in their innerwear and dressed up right before the audience’s eyes in Oxygen’s latest apparel. The reverse striptease featured 10 key looks from their new midyear collection.

As if all the reverse stripteasing and overseas documentaries weren’t enough, everybody danced to hot mess levels as Us-2 Evil-0, DJ’s Gigee of Fluxxe, Chie Castaneda of ILY x Future Bar and DJ Bcal of Styles blasted music to cap off a totally unconventional launch party.

If this is any indication of where Oxygen is taking us, then by all means – take our breaths away.

Read more:

No comments: