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The Urban Spirit of #FashioniSM: Margaret Zhang And SM Store Collaboration Spotlights Street Style


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Celebrating style, individualism and—of course—accessibility, the SM Store just launched a special collaboration with digital artist and fashion personality Margaret Zhang, one of the most influential forces in fashion today. FashioniSM is a campaign that’s fluid in intention; anything that fashion is to anyone, FashioniSM wants to be there.


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The video series and editorials themselves were directed, photographed, styled and modeled by Margaret herself, using clothes exclusively found in SM. From the affordable SM accessories, to apparel from SM Woman, pieces from Smyth and so much more, FashioniSM is an ode to the urban free spirit, where everyday, department store finds and personal items are transformed into statement pieces. You just need to infuse your own voice into it.



Photos are courtesy of The SM Store