Streetwear for the youth by the youth. This is the SM Youth Holiday 2016 campaign featuring our ambassadors Richard Juan, LA Aguinaldo, Tommy Esguerra, Kyle Perry and Janna Tee together with the twins Raul and Juan Moa.

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We went back to the city of smiles a few weeks ago as we celebrated their annual Masskara festival. This time around we were complete and got to meet hundreds of amazing fans in Bacolod! The SM Youth crew then partied the night away with more than 5,000 locals and tourists from around the globe in Love Dance as we celebrated this epic festival. Thank you so much for the experience, Bacolod! We will see you again soon. Up next, Sinulog festival on January!

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BACOLOD! Are you ready for SM Youth Masskara Festival 2016? Our Masskara 2016 collection is now exclusively available in SM City Bacolod. Get yours now!

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From the eighties SM Youth University yearbook shoot last September, we now go further back to the fifties for lookbook featuring the latest collections of Tee Culture and Mickey Mouse. Get them in stores now!

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Streetwear is all about youth. Catch the latest trends and collections from our brands Markus, Tank and Tee Culture. All items seen in this album are now available in our stores. SM Youth is located at the Boys Teens Wear department of all The SM Store branches nationwide. Styles may vary per store.

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Villains are here to save the world. Get our exclusive SM Youth Suicide Squad shirts now available in select stores nationwide.

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Held last July 23 in SM City North EDSA was the final leg of our Denim Citizens fashion show tour. Check out what went down backstage in this exclusive photodiary by our contributor Jowe Posadas.

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Held last July 15 in SM Lanang Premier Davao was the third leg of our Denim Citizens fashion show tour. Check out what went down backstage in this exclusive photodiary by our contributor Jowe Posadas.DC2016 (1 of 130)

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Held last July 10 in SM Megamall was the second leg of our Denim Citizens fashion show tour. Check out what went down backstage in this exclusive photodiary by our contributor Acushla Obusan.

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Held last July 8 in SM Seaside City Cebu was the first leg of our Denim Citizens fashion show tour. Check out what went down backstage in this exclusive photodiary by our Cebuano contributor Yuno Bastareche.

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We bring you the exclusive SM Youth My Denim 2016 digital campaign featuring our ambassadors LA Aguinaldo, Tommy Esguerra, Richard Juan and Janna Tee together with British model Ablie Njie.

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We are united in denim. Join the revolution across the country and watch our SM Youth and SM Men ?#?DenimCitizens? fashion show! Come and witness a show like no other. See you in our following legs:
July 8 CEBU: SM Seaside City 4PM
July 10 MANILA: SM Mega Fashion Hall 4PM
July 15 DAVAO: SM Lanang Premier 6PM
July 23 MANILA: The Block SM City North EDSA 4PM
To participate in the meet and greet in SM Seaside City, SM Lanang Premier and SM City North EDSA, just purchase any denim item (either denim top or denim jeans) at the SM Youth or SM Men departments inside The SM Store on the day of the show you’re attending at. Keep the official receipt and present it at the venue during the show to secure the opportunity of getting up close with your favorite ambassadors. See you guys!