He's Into Her star Belle Mariano, fresh off her Seoul International Drama Awards win as the first Filipina to receive the Outstanding Asian Star award, also had another landmark moment this week, marking the first time a Filipino has served as the global ambassador of a major international fashion brand.
During the opening of Shein's first Philippine pop-up store in Ayala Malls Manila Bay, Belle Mariano was announced as the new brand ambassador.
“Actually, I found out about Shein during the pandemic. And I was really struggling to choose clothes and Shein for me is very convenient. It’s such a reliable brand and what you get is what you ordered, and that’s what made me say ‘yes’ to them,” Belle Mariano explained at the program on what she feels being the brand’s new face.
According to Vivian He, the head of marketing for Southeast Asia, Belle Mariano was chosen as the brand's first Filipino endorser because not only is she a hugely popular figure in the region.
She also happens to embody the same sense of personal style that the brand's target audience has.
“Kind of a trendy, fashion style and she’s young,” He enthused. “The Philippines is a very important market for Shein Southeast Asia,” she declared, noting that women’s wear is their bestseller in the Philippines. The pop-up store, which lasts until Sunday, is a good opportunity for Filipinos to know more about the brand since it was hard to physically connect to customers during the height of the COVID-19 pandemic, He said. “Actually, we’ve been planning for several months for this. Finally, it has actually happened,” she added. “Guys, promise, this is what I wear daily. That’s why I get by styling myself,” Belle declared. “For me kasi, when it comes to fashion, it’s really you first, it’s how you express yourself. For me kasi, I have to be confident with what I wear… like what I said, just always wear your wonderful!”