How Penshoppe’s Bold Marketing Campaigns Are Shaping a New Era in Filipino Fashion

As the landscape of fashion retail rapidly evolves, brands are being challenged to go beyond aesthetics and celebrity appeal. For PENSHOPPE, the flagship brand of Golden ABC, Inc. (GABC), that evolution has been anything but subtle. From star-studded global campaigns to storytelling-driven community efforts, Penshoppe has redefined how a fashion brand connects with consumers.

Now entering its most dynamic era under the leadership of Brandon and Bryan Liu, the Cebuano brothers behind GABC’s transformation, Penshoppe is proving that impactful marketing is about more than just big names. It’s about values, relevance, and cultural resonance.

From Star Power to Storytelling

Penshoppe’s journey through marketing milestones has included a glittering list of international endorsers—Gigi Hadid, Kendall Jenner, Lisa of BLACKPINK, NCT Dream, and Mandy Moore among them. These names were not randomly chosen. “Our choice of endorsers depends on the stage we are as a company,” the brand explains. “We got a lot of international endorsers during the time that we were expanding globally. It was easier for markets outside the Philippines to understand who we are through them.”

But as Penshoppe deepens its roots and connection with the local audience, its focus has expanded to purposeful local partnerships. Artists like James Reid, Brent Manalo, and P-Pop group BINI have taken center stage in recent campaigns, not just as influencers, but as style icons in their own right who reflect the brand’s values and cultural identity.

Campaigns with Meaning, Not Just Models

“Right now, it’s no longer enough to just get a big name and ask them to represent your brand,” says Brandon Liu, now Vice President of Penshoppe after more than a decade with GABC. “Customers are really looking for connection and authenticity. If you notice, our recent campaigns are more about telling better stories, not just putting a face behind the products.”

This shift is most visible in the brand’s emphasis on community building. Through initiatives like Club Penshoppe, the company is investing in creating an ecosystem where real people help carry the brand’s identity forward. “We’ve gotten a lot of talented people to become part of our community,” Liu shares. “It’s really about building that sense of belonging.”

A Glimpse Into the Future

One of Penshoppe’s most notable recent campaigns, titled “Full Speed Ahead,” captures the brand’s new mindset perfectly: creative, risk-taking, and trend-responsive. Rooted in the growing popularity of sporty, racing-inspired aesthetics, the campaign was more than just a fashion collection; it was a full creative vision brought to life by an agile and inspired team.

“The campaign started with the product design as we saw strong racing elements trending globally,” Liu explains. “When our team put together the shoot and the marketing concept, it all revolved around that sporty, high-energy vibe. We want to keep thinking out of the box, to portray the brand differently from time to time. And I’m very happy with the output.”

The success of “Full Speed Ahead” lies not only in its visual punch but in its responsiveness to real consumer desires. Penshoppe isn’t just chasing trends. It’s also about anticipating them, interpreting them through a local lens, and turning them into campaigns that inspire and excite.

Leading with Innovation and Intent

Behind these marketing wins is a leadership team with a clear vision. Bryan Liu, Vice President for Strategy and Operations, ensures that every campaign is backed by operational agility and strategic alignment. Under his guidance, GABC has adopted a digital-first, innovation-led approach that places customer experience at the center of everything.

“My role is about stewardship,” Bryan says. “We believe in using our business as a vehicle for good to empower people, elevate Filipino talent, and create meaningful impact through the brands we build.”

Building the Future of Fashion Marketing

From global celebrity endorsements to community-driven content, from data-led strategies to emotionally resonant stories, Penshoppe’s campaigns reflect a brand that is fast, forward-thinking, and fiercely Filipino. And with the Liu brothers at the helm, one thing is certain: Penshoppe is no longer just following trends.

It’s racing ahead to create them.