Sunday, January 26, 2014

When SM Megamall’s new wing, the Mega Fashion Hall opens its doors to the public on January 28, it will add an exciting new dimension to shopping, leisure and entertainment in the iconic mall that is said to have started the malling phenomenon in the Philippines.

As of now, there is a lot of buzz on SM Megamall’s game-changing new wing, which will showcase a brave new world of international global brands that will have their first stores in the Philippines. These include Swedish retail giant H & M which will open within the year, as will Vero Moda, a women’s clothing store, American furniture brand Crate & Barrel, and skin care and perfume line Philosophy.

The Mega Fashion Hall will also have specialty global restaurants like Tim Ho Wan, the Michelin-Star Dim sum restaurant from Hong Kong; as well as lifestyle elements such as an Olympic sized ice-skating rink, 14 lanes of state-of-the-art bowling, and the first IMAX Theater in the Philippines.

With all these exciting new lifestyle elements, the mall tapped no less than renowned American photographer Scott Schuman, the founder and editor of, one of the top fashion blogs in the world to shoot its advertising campaign.

Mr. Schuman pioneered street style photography in various fashion capitals of the world. And for the campaign, he photographed 10 men and women of style along the streets of Ortigas Center, where SM Megamall is located. Each of them is accomplished in their work and is known for their impeccable style. Collectively, they represent the innovative, independent, and international oriented lifestyle Mega Fashion Hall aims to achieve.

These include gemologist and jewelry designer Janina Dizon-Hoschka; and milliner, fashion designer, and corsetiere Mitch Dulce, whose works have been featured in American TV shows Gossip Girl and The Carrie Diaries; and Australian-born fashion blogger, host, and model Kim Jones.

Kim Jones

Jessica Connelly is a Filipino-Australian model and singer; as is Turbo Goth vocalist Sarah Gaugler, a Filipino-American model and visual tattoo artist. Kai Lim is a mom and entrepreneur for Cura V, a lifestyle concept store, while Eughie Teng is the managing director of the Elite Manila Philippine Modeling Agency.

Eughie Teng

Completing the mix are businessman Mike Concepcion, who is behind Yabu: the House of Katsu, Manila Pop Up, and Ronnie and Joe Optical Salon; Guamanian football player Jonah Romero; and TV commercial director Sid Maderazo.

Sid Maderazo

More excitement, of course, awaits shoppers when the Mega Fashion Hall opens on January 28, 2014.

The new mall extension right beside EDSA adds 150,000 m² to Megamall's 392,000 m², making it the biggest shopping mall in the Philippines, followed by SM North EDSA and Mall of Asia.

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