The internationally famous bag brand, Hedgren, brought their Spring/Summer 2015 bag collection to the limelight with a fashion show on Nov. 21, Friday, at SM Megamall's Fashion Hall.
Hedgren also opened a new branch in SM Megamall and held a two-day Style Fair showcasing its holiday collection and other style services such as hair styling, skin care consultation, and financial wellness advice to give guests a complete lifestyle package. The brand's global CEO, Emmanuel Manu De Bloomer and brand manager Lisette De Guzman were at the fashion event.
De Guzman spoke of the brand's current innovations in an interview with InterAksyon.com. 'It's all about colors, the colors that catch the eye. Normally in the previous years, Hedgren was known to have more of subtle colors, but right now in SS 2015, we're bolder and playful in our prints. That's the specific theme for the season,' said the brand manager.
Hedgren is also known for having bags of different functions, from casual and everyday bags to business and travel bags, making it attractive to people all over the world. As the brand is branching out to different avenues, it is also widening its target audience. 'For this season, we injected more bags for males because we're now trying to target both male and female,' De Guzman told InterAksyon.com. She also added that what makes the brand a hit to Filipinos is its practicality.
De Guzman added, 'We (Filipinos) want everything functional and yet we don't want to compromise our style, and I think Hedgren has captured that.' Hedgren's target audience consists of middle to upper class citizens, with its bags ranging on an average of Php3,000 to Php4,000, depending on the type.
The CEO also shared a few words to guests before the fashion show, telling them to be excited for what Hedgren will bring in the future. 'We have a lot of innovations coming. We'll have bags that don't even exist today, so you'll see more from us,' said De Bloomer. The fashion show itself featured a variety of collections created by Hedgren designers.
The Casual Chic collection reflected femininity and elegance with simple compartment designs coupled with bright colors, while the Sail It collection had a nautical inspiration as it featured backpacks and shoulder bags with brown leather material. The Inner City collection takes on a playful style with loud prints and a mix of bright and neutral colors. There were also collections that were particular to men such as the New Way collection which attempts to mix modern street style and practicality into one bag, and the Carrier collection, for men who are always on the go and need a bag that will keep all their everyday necessities organized.
The fashion show also featured style ambassadors Philippine National Bank branch manager Julie Aguyin; Philgear International Inc. AVP Toti Wong; and Advocacy and Marketing of Maynilad AVP Patricia Hizon.
All three had nothing but good words about Hedgren's products. 'Hedgren bags are perfect for professionals who are always on the go,' said Aguyin.
Wong, who prefers to constantly update his look, praised Hedgren for its ability to cope with current trends. 'Hedgren has all these kinds of pieces that can go with whatever I wear. Thankfully Hedgren is able to adapt and provide new designs that's able to cope with the latest gadgets,' said Wong.
Hizon shared her positive feedback on the brand, 'Hedgren is all about versatility, because a woman should not just be wearing many hats, but should be carrying a lot of bags.'
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