How Joe Jonas came, saw and conquered Manila for Bench

The activities last week were dizzying, there was the CJ impeachment trial, the American Idol Season 11 finale, and the visit of a true Hollywood royalty. The lunch at Rizal ballroom of Makati Shangri-La for Joe Jonas’ formal introduction as Bench brand spokesperson was an event not to be missed. With my Detail magazine issue dated April 2011 with Joe Jonas as cover, I headed to the event hoping to see the 1/3 of the famous Jonas brothers, and I was not disappointed. Once he came on stage wearing his “It’s More Fun In Bench” (an offshoot from DOT’s “It’s More Fun In The Philippines” campaign), all hell broke loose, young girls shrieking, guests standing from their tables, everyone angling for a good photo or video of Joe Jonas. At 22 years old, Joe shed his teen heartthrob image (anyone who remember “Camp Rock”?) and transformed into a mature solo artist late last year with the debut of his album "Fastlife." The album was inspired by Joe's increasing interest in club culture, coming of age, pursuing new things, and learning to take risks. Fans will see a new side of Joe in his solo album which shows a sharp contrast to the music he did with his siblings Kevin and Nick. He took a break from pop-rock rifts and turned to club music ¬– a fusion of Pop, Dance, Hip-Hop, Techno and House. He collaborated with top hit-making producers Danja (Britney Spears, Madonna) and Rob Knox (Leona Lewis, Rihanna) to produce a sound uniquely his. “I wanted to make this album something a club DJ would listen to,” says Jonas. The tracks in the album carry unique sounds that uplift and energize listeners with a fun club vibe. Rhythmic ballads such as "I'm Sorry" and "See No More" are also included–containing dramatic melodies that showcase Joe's powerful

soaring voice. Famous for its global quality and stylish clothing Bench has been aligning itself with local and international artists who not only excel in their fields of expertise but are style ambassadors as well. In celebration of its 25th year, Bench's Ageless 25th anniversary campaign aims to transcend and dissolve all limits, borders, stereotypes and conventions, by collaborating with multi-talented artists from all around the world. Joe Jonas captures the Ageless Bench spirit because of his energy and global talent. Like Bench, he epitomizes the synergy of talent and style. He is a prominent style icon who has caught the eyes of influential designers the world over. Armed with a more mature cut and a bit of sexy scruff Joe is climbing the ranks of Hollywood's young A-list and is emerging as a sleek man with a sharper edge and sophisticated tastes. A major evidence of his refined style and growing fondness for fashion can be seen during last year's New York Fashion Week where he sported a sleek suit ensemble by young British designer Simon Spurr, earning him style point praises from designers the world over. For more updates don't forget to like Bench's official Facebook page and follow @benchtm via Twitter.