For the past two decades, Bench has been popularizing its brand by getting the entertainment industry's most bankable stars as image models. The clothing line's list of endorsers include Richard Gomez, Kris Aquino, Lucy Torres, James Yap, Jomari Yllana, Richard Gutierrez, Alessandra De Rossi, Piolo Pascual, Rica Peralejo, Angelica Panganiban, Zanjoe Marudo, Kim Chiu, Gerald Anderson, and more recently Kris's children, Joshua and Baby James.
Instead of signing up another celebrity to add to its growing number of artists, Bench does something different for its 20th year. The brand is now looking for amateur models to be the next faces of Bench.
In cooperation with ABS-CBN, the brand came up with a reality model search Be Bench, to be hosted by Piolo Pascual and Kris Aquino.
"Be anonymous or be famous?" asked the Be Bench production team, who held auditions nationwide. After weeks of searching, the team narrowed the aspiring models down to 30 finalists. Among the 30, only two will be chosen. The winners will win a contract with Bench and a management contract with ABS-CBN's Star Magic.
Last July 19, a luncheon was held at the Mandarin Oriental, Makati City, to launch the new show and to introduce the finalists. Bench endorsers from rival networks GMA-7 and ABS-CBN came to support their Bench family. Among those who attended the event were Piolo Pascual, Rica Peralejo, Jomari Yllana, Christian Bautista, Francine Prieto, Alessandra de Rossi, Rafael Rosel, Rayver Cruz, Iya Villania, Sam Milby, John Prats, Kim Chiu, Gerald Anderson, Zanjoe Marudo, and Angelica Panganiban.
Click to view the gallery of Be Bench launch.