Celebrating the spirit of the young generation of today

IT IS all about “Me, Myself and I” this season at Pull and Bear, paying tribute to the youth for being free spirited and indulging in their passion without fear.

The Spanish fashion brand showcased its Spring/Summer 2008 collection that celebrates the spirit of youth and iconises the Generation ME, at its outlet at the1 Utama Shopping Centre.

In conjunction with the release of its latest collection, Pull and Bear went on a College Roadshow Competition in search of the top three people who personified the brand's spirit yet retained their individual style.

All about Generation ME: (from right)Akmal, Gitanjali and Kevin with their mockcheques representing their prizes. Withthem are Chen (left) and Jay.

Almost a 1,000 young people from 10 colleges in the Klang Valley were photographed portraying their best Pull and Bear style.

Five finalists were selected to model outfits from the brand's latest collection at the showcase.

The judges comprised Pull and Bear brand manager Yuki Chen and RSH (Malaysia) Sdn Bhd Advertising and Promotions manager Jay Mee Chuah, who were looking for a “young, vibrant and funky look”, which the brand represents.

First place winner Kevin Heera, 18, from Sunway University College, was judged as the person who best embodied the brand's spirit and won a RM1,000 Pull and Bear shopping voucher.

Rock inspired: Akmal going all out.

“I love rock stars so I did a rock related pose,” said Heera, who admitted being funky to a certain extent but more goofy other times.

“My interpretation of Pull and Bear's spirit is that it embodies the funkiness of today's youth.

“I've agreed to spend part of my prize with my friends and I've already seen a few items I like at the store.”

Taylor's College student Gitanjali Subramani, 18, won second prize – an RM500 shopping voucher – for her Michael Jackson-inspired poses.

The third prize of an RM300 shopping voucher went to Mohamad Akmal, 22, from The One Academy, who was accessorised with his own headphones and sunglasses.

Pull and Bear draws this season's influence from three main styles – an All-American Collegiate look, Bohemian hippy-esque style and playful video games and silver screen inspirations.

Looking good: Noor Neelofa Mohd Noor striking a pose.

The spirit of brotherhood in the All-American Collegiate look is reflected through patterns and motifs of shields, numbers and statements in the polo shirts, t-shirts and knee-length shorts for the boys in shades of red, white, blue and deep grey.

For the girls, the Bohemian influence is evident in the dresses, t-shirts and accessories with hippy-esque colours like red, black and khaki, as well as light dresses with flower prints and patchwork handiwork reminiscent of a Provencal style.

E.T, The Godfather, Mario Bros and other iconic movies and video games come alive again in Pull and Bear's limited edition, vintage-looking collection of t-shirts.

All in all, there are five collections each for men and women, with each collection portraying its own individual characteristics.

Pull and Bear is located at F313, 1st Floor, High Street, 1 Utama Shopping Centre and Lot 4.13, 4th Floor, Pavilion Kuala Lumpur.

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