By Cecile Van Straten
On The Radar, The Philippine Star
February 27, 2011
In progressive countries like Japan, it’s not uncommon to see Hollywood actors and international models endorsing homegrown labels.
In the Philippines, only one label stands out for consistently booking foreign celebrities for its ad campaigns.
Alicia Silverstone, Natalie Portman, Kate Hudson, Petra Nemcova, and Natalia Vodianova have all been Kamiseta Girls.
And each time they change their billboards, we all get excited, whether you wear Kamiseta or not.
This year, the new face of Kamiseta is none other than Katie Holmes Cruise, the 32-year-old actress who became known for her role as Joey Potter on Dawson’s Creek, her highly publicized relationship with Tom Cruise, and as mother to four-year-old Suri.
Kamiseta president/CEO Gonzalo “Gunn” Roque III shares Katie Holmes was chosen “because her style and persona fits that of a Kamiseta girl.”
True enough, Katie’s off-screen paparazzi photos reveal a casual, laidback chic, similar to Kamiseta’s sensibilities.
Although, Katie wanted to shoot in Vancouver, Canada where Tom Cruise is working on the set of Mission Impossible 4, she agreed to shoot in a Pasadena location, which had all the facilities.
But first there were permits to be secured, as a month previously, paparazzi swarmed the neighborhood during Katie’s photo shoot.
The residents weren’t happy.
In order to push through, Kamiseta was required to hire police officers to ensure no paparazzi could enter the vicinity.
The shoot went smoothly, with world-renowned photographer Pamela Hanson at the helm.
Hanson’s work has been regularly featured in international editions of Marie Claire, Vogue and Glamour, Vanity Fair, InStyle, GQ, Allure, D Magazine, Elle, Nylon and Jane.
Among her clients are Tommy Hilfiger, Joseph, L’Oreal, Lancôme, Lancaster, Maybelline, Halston, Giorgio, Keds, Max Mara, Emporio Armani, Charlotte Ronson, Ann Taylor, Avon, Biotherm, Redbook, Coach, Pantene, Victoria’s Secret, Joseph, Les Copains, and now, Kamiseta.
Katie’s hair was styled by David Babaii, named by Vogue as “the King of Curl,” with a client list that includes Angelina Jolie, Uma Thurman, Nicole Kidman, Scarlett Johansson, Sarah Jessica Parker, and Gwyneth Paltrow.
Makeup was done by celebrity makeup artist Matthew Van Leeuwen, who has worked with Katie Holmes for Elle and Glamour, as well as Tom Cruise for Details magazine.
Gunn reveals Katie arrived on time without an entourage, went through the collection and gave her choices.
“As an actress, she really transforms in front of the camera. She can naturally change mood and respond to the photographer,” Gunn said.
Being family oriented, Katie talked about her trips with Tom and Suri all over the world and said she really gets nervous watching Tom at work when he does his own stunts.
Bit of trivia: Katie loves her Birkins and is happy she doesn’t have to wait in line.
After the shoot, Katie took home her new Kamiseta wardrobe and, get this, carried her own things to her car, while bodyguards waited for her.
Kamiseta is a leading retailer of cool casual classics produced through a formula of extensive product development, merchandising, brand imaging, affordable prices and friendly service.
Its premium lines or limited collections, such as its collaboration with Libert of London, have been well received by Kamiseta fans.
As for customers concerned that contracting high-profile celebrities like Katie Holmes will affect Kamiseta prices, Gunn clarifies that prices depend on materials, trims, cuts and finishes.
“Regardless of who the Kamiseta girl is, our prices will always be based on the collection. Since the beginning we’ve always said you can’t get products like ours at these prices.”
Now shopping at Kamiseta is as easy as going online, as it offers limited pieces that can be shipped locally and internationally.
Find out more at http://www.kamiseta.com/