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Work & Wellbeing Brand Purpose News

Color & culture collide in a celebration of Filipino LGBT youth creativity


By John Glenday | Reporter

March 16, 2023 | 4 min read

Global audiences are being invited to step into the heat, bustle and vibrancy of the Philippines for a joyful celebration of local LGBT youth talent.


Color & culture collide in a celebration of Filipino LGBT youth creativity

Developed by Bench, the south east Asian nation’s leading fashion brand, the campaign ‘Coukure’ has been developed by TBWA\Santiago Mangada Puno to bottle the creativity and imagination found at the confluence of youth.

A play on curtains and couture the up-tempo urban flight of fancy marries fashion with an unbridled sense of playfulness that turns an everyday street into a catwalk.

Promoting the role played by curtains and bed sheets as makeshift gowns, as well as everyday shiny objects as faux jewellery the TikTok video shows what can be achieved with no money and a lot of ingenuity.

@benchtmofficial Here's to growing up with the imagination to express themselves. #YourOwnKindOfBeautiful ♬ original sound - Bench/ Lifestyle + Clothing

Featured items include hairpieces constructed from clothes pins and a maxi dress that served as a floral blanket in a past life, ably modeled by a procession of young people.

Ben Chan, founder of Suyen Corporation, commented: “As a local brand, we have always stood for Filipino creativity and diversity. With this campaign, we are putting the spotlight on the resourcefulness and imagination of the LGBT community, told through the stories of countless teens who have, once in their lives, tried making clothes out of anything that’s available. These are the stories of many of us growing up, inspiring us to always be our own kind of beautiful.”

Inspired by a traditional folk song which attributes the graceful qualities of butterflies to Filipinos the campaign aims to spark positive conversations around LGBT youth more broadly.

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