Gossip Girl actor Ed Westwick will visit the Philippines to shoot for Penshoppe's Pre-Holiday Season 2011 and Summer 2012 campaign.
Westwick is the overly confident and sexy bad boy in the popular American TV series Gossip Girl, which is based on the best-selling book series about privileged teenagers who attend an elite private school in New York City.
Since the introduction of Westwick's bad boy character, Chuck Bass, on Gossip Girl in 2007, his alter ego has made a unique style impression that has since landed him on magazine covers. His style has also been copied by men the world over.
This is one of the reasons Penshoppe has chosen him to be its newest face for future campaigns.
In a press release sent to PEP.ph (Philippine Entertainment Portal) and other media, brand manager Alex Mendoza stated that "the selection of [Westwick] was for the British-born actor to headline the brand's 2011/12 campaign in the Philippines as well as to introduce a fresh new face that will represent Penshoppe's new and revitalized image.
"We believe it is time to appoint someone on an international scale. It's time to show everyone that Penshoppe is upgrading to international levels. Someone like Ed fits the mindset and is admired by our market."
Westwick will also be the headliner of the brand's 25th anniversary.
"Ed will embody the free and easy, sophisticated casual style that the brand is known for.
"His presence and charisma will definitely wake the Philippines to the fact that what is originally Philippine-made can also be worn proudly by a worldwide icon as well as people around the world," said Mendoza.
Ed is set to fly to Manila first week of June to shoot the campaign with Australian fashion photographer Darren Tieste in cooperation with international publicity firm PR Asia Worldwide.