The fashion crowd had another reason to take notice at SM Megamall as Marithé + François Girbaud (MFG) officially reopened its newly renovated store, introducing a refreshed retail space while continuing the brand’s latest chapter in the Philippine fashion scene.

Held on September 16, the reopening marked the second milestone in MFG’s ongoing store renovation and revitalization program in the country. The occasion also brought attention to the personalities associated with the brand, including its newest Brand Ambassador, Kim Ji-Soo, and actor Bryce Eusebio.

With the renewed SM Megamall store as its backdrop, the event highlighted how MFG is updating its presence for today’s fashion consumers while keeping the design identity that has long been associated with the brand.

The reopening followed the opening of MFG’s revitalized flagship store at SM Mall of Asia on August 5. The two locations form part of a broader effort by the brand to refresh its retail spaces across the Philippines.

The next location in the renovation program is SM North EDSA, where work is currently underway ahead of its scheduled reopening in October.

For MFG, the rollout represents an investment in the future of the brand’s Philippine presence, with renewed spaces designed to showcase both contemporary apparel and accessories and the established MFG pieces familiar to longtime customers.

Among the personalities connected to MFG’s current direction is Kim Ji-Soo, who recently joined the brand as its newest Brand Ambassador.

His partnership with MFG adds an international entertainment personality to the brand’s fashion story, particularly as the Korean star brings his own perspective on style to the collaboration.

The partnership centers on the qualities that drew Kim Ji-Soo to Marithé + François Girbaud, including the brand’s distinct fashion identity and its contemporary approach to effortless style.

His role also gives MFG an opportunity to explore fashion through the perspective of an artist and performer whose personal choices can be as much a part of his public image as the clothes themselves.

Kim Ji-Soo has discussed the considerations that go into choosing what to wear, including the importance of style and comfort.

That balance is also reflected in MFG’s approach to its current collections, which aim to respond to changing tastes and contemporary lifestyles while maintaining the brand’s recognizable aesthetic.

The Korean star has also shared his favorite piece from the MFG collection and the meaningful inspiration behind its design.

That detail gives his partnership with the brand a more personal dimension, moving the conversation beyond simply wearing MFG pieces and toward the stories and ideas attached to particular designs.

His involvement in the brand’s latest chapter also coincides with MFG’s effort to introduce its renewed retail environment to Filipino consumers.

Joining the fashion conversation is Filipino actor Bryce Eusebio, who has also been featured in discussions surrounding MFG’s approach to personal style.

Eusebio has shared his own preferences when it comes to fashion, including the details he considers when putting an outfit together.

His perspective provides another interpretation of the MFG aesthetic, this time through the lens of a Filipino actor and consumer.

Personal style remains an important part of fashion, and Eusebio’s involvement highlights how MFG pieces can be incorporated according to individual taste rather than following a single formula.

His participation also adds a local entertainment presence to the brand’s current campaign, complementing Kim Ji-Soo’s role as its newest Brand Ambassador.

While their backgrounds are different, both personalities become part of the broader conversation surrounding MFG’s evolving identity and its relationship with contemporary consumers.

At the center of the September 16 occasion was the newly renovated MFG store at SM Megamall.

The refreshed space represents the brand’s effort to create a retail environment that reflects its current direction while remaining connected to its established design sensibilities.

The renovation is part of a nationwide program that began with the revitalized MFG flagship at SM Mall of Asia.

The August 5 reopening of the Mall of Asia store set the direction for the program, with SM Megamall becoming the second major milestone.

The approach goes beyond simply giving existing stores a physical refresh.

MFG is using the renovation program to introduce a retail environment that better represents its evolving identity, alongside fresh apparel and accessories that sit beside the timeless pieces associated with the brand.

For longtime MFG followers, the renewed spaces provide an updated way to encounter a familiar fashion name. For newer consumers, the stores offer an introduction to the brand through a more contemporary retail setting.

The latest developments reflect MFG’s continuing effort to balance its established identity with the changing expectations of fashion consumers.

The brand maintains design elements and pieces that have become familiar to generations of Filipinos while continuing to develop collections for contemporary lifestyles and changing tastes.

That balance is central to the SM Megamall reopening.

The store is presented as a meeting point between the brand’s established signatures and newer expressions of MFG fashion.

The same idea can be seen in the personalities connected to the brand.

Kim Ji-Soo’s involvement represents a new international chapter for MFG, while Bryce Eusebio offers a Filipino perspective on personal style.

Both help demonstrate how the brand’s clothing can be interpreted according to the individual wearing it.

For MFG, the goal is not simply to preserve what already exists but to continue developing its fashion identity while remaining recognizable to its existing audience.

The SM Megamall reopening is part of a larger sequence of developments for Marithé + François Girbaud in the Philippines.

The revitalized SM Mall of Asia flagship opened on August 5, followed by the SM Megamall reopening on September 16.

Meanwhile, the MFG store at SM North EDSA is undergoing renovation and is scheduled to reopen in October.

Together, the three locations form part of the brand’s broader effort to strengthen its physical presence across key Philippine shopping destinations.

The continued store renovations are also expected to be accompanied by new apparel and accessories arriving in stores each season, giving consumers regular opportunities to discover new expressions of MFG fashion.

This continuing rollout positions the brand’s Philippine retail presence as an evolving project rather than a one-time makeover.

The reopening of the SM Megamall store comes at an important point in Marithé + François Girbaud’s Philippine journey.

The brand is refreshing its physical spaces while continuing to develop collections that respond to contemporary fashion preferences.

The presence of Kim Ji-Soo and Bryce Eusebio adds another layer to that evolution, placing individual personalities at the center of conversations about style.

For Kim Ji-Soo, becoming the newest MFG Brand Ambassador brings his personal approach to fashion into the brand’s current story. His thoughts on style, comfort, and the MFG piece that holds particular meaning for him provide a more personal look at the partnership.

For Bryce Eusebio, the focus is on his own taste and the details that influence his choices when putting together an outfit.

Both perspectives reinforce the idea that fashion is ultimately personal.

The newly renovated SM Megamall store provides the physical setting for that idea, combining MFG’s established design sensibilities with its newer fashion direction.

As the brand continues its nationwide renovation program, the next major milestone will come at SM North EDSA, where the store is scheduled to reopen in October.

With SM Mall of Asia and SM Megamall already refreshed, MFG’s latest retail chapter is steadily taking shape. (with reports from Lau Balocos)