Jeans label TOUGH Jeansmith launched its Spring Summer 2009 collection, titled ‘Be Tough’. Aptly, Hong Kong actress Gillian Chung, after a year from the Edison Chen scandal, is the spokesperson for the label in Asia Pacific. Her endorsement relays the message of the undying spirit of ‘Be TOUGH’ for the new Spring Summer collection.

As brand ambassador for Tough Jeansmith, Gillian has expressed her happiness, saying, “The photography and selection of the shooting scene and concept is very tough and cool. At the same time, I wish I can be even stronger and tougher. That’s why I strongly believe in taking up this job.”

“Since my younger days, I’ve always loved to wear jeans. Jeans have always gives us a feeling of comfort and casual(ness). In addition, the designs are more classic and easy to match. I have (many pairs) of jeans in my wardrobe. I’m not a jeans addict though but I think I have got roughly about 80 pairs of them”

The new denim series adopts denim textiles from Japan, and has undergone complicated treatments of bleaching, distressing, and twisting. The collection contains a range of styles from vintage washes to provide a great variety of washed effects. TOUGH Jeansmith is also introducing a new ‘figure enhancing’ pair of jeans for women. It has low-waist fit technology, which works well with petite statures and narrow frames with comfortable fabric and has the ability to elongate the legs.

There are also straight legged jeans for curvier figures that desirw a slimmer look. Though skinny jeans have been the hot ticket, this year retro is back in the form of the boot cut and unique embroidery details on the back pockets and variations of washes make the wearer stand out.

TOUGH recently showcased their latest collection in 1 Utama shopping centre with celebrity models Amber Chia and Owen Yap leading the pack.

Distressed is hot this season and TOUGH embodies this trend perfectly. You can grab a pair from TOUGH outlets in Pavilion, Sunway Pyramid, The Gardens, 1 Utama, Times Square, The Curve, Robinsons and Parkson Pavilion

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