to the style needs of young trendsetters.
With his electronic dance-pop hits and relatable video blogs, Troye Sivan is one of the many youth figures of today’s YouTube-subscribed millennial demographic.
Thousands of young fans relate to the 22-year-old South African/Australian’s breakthrough single Youth, which talks about the liberating experiences of being young: running away, breaking free, and letting go. Real and relatable.
Sivan discreetly visited the Philippines to shoot the campaign for SM Youth’s latest brand SMYTH, wherein he wears pieces that carry the brand’s distinct, of-the-moment, young, and easy aesthetic.
“His extensive Philippine following, not to mention his list of achievements at such a young age, has caught the attention of SM Youth,” said the brand in a statement. The partnership is not surprising, though, as SM Youth is known for rallying behind influential creatives in the country.
The first drops of the SMYTH line live out the California dreams in anyone with its tropical print shirts, and colored denim jeans and jackets. There’s also a wide selection of outfits that will allow the young set to channel their fashion idols, bloggers, and social media influencers.
Joining Troye Sivan as SMYTH’s brand ambassador are Tommy Esguerra, Kaila Estrada, Kyle Perry, Macauly Lofgren, Erika Kristensen, Richard Juan, and Janna Tee.
SMYTH is now available at the SM Youth section of all branches of The SM Store.