LOOK: James Reid and Nadine Lustre are the newest faces of Folded & Hung

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Manila (CNN Philippines Life) — In a landmark cover shoot, James Reid and Nadine Lustre (JaDine as their love team is known) were photographed for the October 2016 issue of Metro not only as celebrities, but as the magazine’s guest editors. Reid and Lustre were in charge of styling themselves, picking from a selection of clothing options from the magazine’s creative team and working in collaboration with photographer BJ Pascual — even interviewing themselves for the cover story. Eldzs Mejia, Metro’s then-creative director, was amazed at how the two worked with the magazine’s team and with their thrilling sense of style, reflected on the resulting three collector’s edition covers of the October 2016 issue.

Mejia, now Folded & Hung’s creative director, has brought in Lustre and Reid to headline the brand’s Holiday 2017 collection for his campaign debut. Described as “cool and chic,” the collection is inspired by 1970s party wear, harking back to a defining era of rights movement, feminism, freedom of expression, and sexual liberation — not to mention some really good music, too.

A3.jpg James Reid and Nadine Lustre’s edgy and risqué personal styles perfectly embody Folded & Hung's DNA: youthful and current. Photo courtesy of FOLDED & HUNG

CNN Philippines Life talked to Folded and Hung’s new creative director, Eldzs Mejia, about the local brand’s newest endorsers and his move from publishing to retail.

How do James and Nadine represent the new direction of Folded & Hung?

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.

You’ve worked with James and Nadine before in Metro magazine. How do you think has their style evolved since?

They have always been into fashion and throughout the years, I’ve seen a constant evolution of their personal styles. I think more than just having great style, they’re both very knowledgeable when it comes to fashion. They look at brands and understand trends, but at the end of the day, they know exactly what they want. I clearly remember them saying that they would want to wear clothes in the campaign that they would really wear in real life.

More than just faces on billboards, what do you hope James Reid and Nadine Lustre will be for the brand?

We hope for them to be a representation of the brand’s lifestyle as well. I envision them to be, if not already, this generation’s tastemakers. But we also want their personalities to transcend across the brand and not just be celebrities that merely endorse us. I would like them to really believe in the clothes and direction of the whole Folded & Hung brand.

What are the challenges of being a creative director today for a local fashion line?

I think the main challenge of being a creative director for a local retail brand is making things relevant. With fashion being such a saturated industry, the question I always ask myself is how can I influence our market to patronize us. I believe being relevant is important. The market today consumes fashion in a different way — and they spend majority of their time online, looking for inspiration and styles to try. Coming from a publishing background, I understand how people’s tastes shift on an almost day-to-day basis. With people being more informed because of digital media, I think it’s also important to present a complete and coherent brand image that people will see as authentic and at the same time aspire to be part of.

What’s your favorite thing about working with James and Nadine?

I appreciate their down-to-earth personalities. Even though I’ve worked with them couple of times now, I always forget how humble and simple they are. It never feels like we’re at work whenever I get to shoot with them.

A1.jpg "I think more than just having great style, they’re both very knowledgeable when it comes to fashion," says Folded & Hung creative director Eldzs Mejia on their newest endorsers, James Reid and Nadine Lustre. "They look at brands and understand trends, but at the end of the day, they know exactly what they want." Photo courtesy of FOLDED AND HUNG

A7.jpg Described as “cool and chic,” Folded & Hung's collection is inspired by 1970s party wear, harking back to a defining era of rights movement, feminism, freedom of expression, and sexual liberation — and good music as well. Photo courtesy of FOLDED & HUNG

A2.jpg Mejia has worked with Lustre and Reid during his stint as creative director of Metro magazine prior to joining Folded & Hung. "It never feels like we’re at work whenever I get to shoot with them," he says. Photo courtesy of FOLDED & HUNG

A8.jpg Folded & Hung's Holiday 2017 collection reflects the 1970s inspiration with glam metallics, plaids and checks, silks, florals, retro stripes and velvets. Photo courtesy of FOLDED & HUNG

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For more information visit the official website of Folded & Hung.