Lee Jeans' raw creative power

MANILA, Philippines - Lee Jeans is mobilizing its design troops. Taking its vast denim heritage to the forefront of battle, the denim brand has drafted the best that the universities have to offer. With its campaign of Own the Moment — individualism that borders on rebellion —Lee has harnessed the raw creative power of the collective design minds from UP, Ateneo, UST and De La Salle-CSB.

For six weeks, guided by seasoned fashion insiders, the fashion army of 20 (with five students per university), underwent intensive design training and exercise. Expanding boundaries, the new recruits assimilated basics of retail design, collection composition and overall repackaging and styling. With the involvement of these new non-conformists, directional denim is ready to take over.

Here are the collections:

Crystal Laundry, Ateneo

Venus Raj

Denim heritage is given a spin with readjusted workwear while the finish is stripped of color, bleached and white-worn. Channeling the luxe vibe of the ‘70s, flares, pantsuits and maxi skirts are key for women, while denim on denim and checkered grunge are on top of the checklist for men.

Tropfest, De La Salle-Csb

What’s summer without the prerequisite eye-popping color vibe? Music festivals are the inspiration here with a mash up of graphics and checks for men and cropped shorts in crayon brights for the ladies — sunshiny yellows, washed pinks and summer blues. Easy silhouettes are treated with dyeing and washing techniques for that hot summer look and free spirited indie nonchalance.

Brooklyn, Up

The literal style army invades in this collection of military meets varsity. Heather fleece and gray hoodies are merged with utilitarian cargoes and olive green fatigues. Functionality — zips, pockets, tabs and water repellant outerwear — takes position front and center.

Midnight Rider, Ust

It’s all about superstealth and dark definitions as denim goes lean and mean in extra skinny silhouettes. Slouchy tops in drapes and ruched shapes give contrast and play on textures. Meant as a transition collection, pieces work for day, and seamlessly ease into night.

Lee is always at the forefront of innovation. With Diamond cut, conventional patterns are readjusted to enhance every figure. The rear pockets are positioned in a way to give your butt an instant lift, and the side seams, displaced forward, gives the illusion of skinnier and ultra-long legs. And not forgetting the importance of introducing new materials, the Diamond cut uses the newly-developed Lee Diamond Stretch fabric which provides exceptional comfort and fit as it moves with your body.

Model students from the four schools joined Venus Raj, Bianca Manalo, Rich Herrera and Priscilla Meirelles in the recently-staged LEEberation Day.