Daniel Padilla: Matinee idol wears Mossimo

Mossimo has been a ubiquitous brand in the country for the past 24 years. Originating from the California streetwear fashion line created in 1986 by American designer Mossimo Giannulli, its T-shirts, pants and accessories have become staples among Filipinos who want a little more flash in their look.

Mossimo Philippines recently launched Daniel Padilla as brand ambassador to showcase its latest pieces.

The 27-year-old fair-skinned matinee idol — standing at 5'11" and looking tough but sensitive — is the face of mass appeal Mossimo wants.

He's also the brand's first local endorser — a surprise since Mossimo has been here since 1998. Which also makes it a milestone for both the brand and Padilla.

In the Q&A with media, Padilla expressed excitement and enthusiasm on working with the brand, saying he gave his own ideas on the collection.

During the photo-op, he and I hugged — he remembered me from an interview nine years ago. We were happy to see each other again. When I reminded him of our previous encounter, he boisterously laughed and quipped, "Wala nang labasan ng edad!"

As the face of Mossimo Philippines, Padilla is expected to draw renewed interest in the brand amid stiff competition from fast fashion labels which have proliferated in recent years.

It is seen as wonderful marketing opportunity for Mossimo to catch the attention of the Gen-Z crowd — who will gladly partake the #MossimoVibe collection that includes oversized sweaters, pullovers, bomber jackets bearing Sesame Street characters which appeal to Padilla's fans.

There are also neutral, classic pieces that fit young professionals and titos alike.

As the event ended, a throng of fans waited outside in the rain, hoping to get a glimpse of their idol.