The owning company of Kamiseta, a mid-market apparel chain, is looking
to hire actress Alicia Silverstone, who shot to fame in Clueless and
Batman, as its celebrity endorser. Sources confirmed that negotiations
with Silverstone's US agency had been successful.
Although company president, Gonzalo Roque, declined comment, the deal is
an open secret in Manila. Publicity posters in Kamiseta stores in the
capital read: 'Who's the next Kamiseta girl? Is she Clueless? Or could
she be a bat of a girl?'
Silverstone will replace Filipina models China and Mai-Mai Cojuangco, daughters of a Philippine sugar baron. Last year, the pair featured in a long-running print and television campaign shot in Italy.
Silverstone's endorsement is designed to facilitate Kamiseta's expansion to Europe, the US, and Japan. Roque said he has had franchise enquiries and hoped to expand there within the year.
Kamiseta has 30 branches in Manila and six branches outside the city.
Despite the economic slump it registered 30 per cent sales growth last year. Its line consists of women's casual wear and accessories for young female. Prices average US$14.
