General x Mini Cooper NOT NORMAL Campaign

General x Mini CooperIMG_4120 fashionAtetheLawyer

Taking a Detour

By habit of idealization, a man is appreciated only in his extremes: once at the peak of youth, jocular and full of pep, and once more in his silver years, reverential and wise. But what occurs between these hallmarks— the long and winding transit years– gives us a ture-to-life perspective of the versatility that makes the General man.

General x Mini CooperIMG_4159 fashionAtetheLawyer

Timed with the abruft passing of seasons, this looks at the unpredictability of male trends and how General reins in that quality with finesse. The Curatorship program also takes a curious turn as they proudly welcome the British carmaker Mini to the gentlemen’s table.

General x Mini CooperIMG_4121 fashionAtetheLawyer

General x Mini CooperIMG_4123 fashionAtetheLawyer

General x Mini CooperIMG_4126 fashionAtetheLawyer

General x Mini CooperIMG_4127 fashionAtetheLawyer

General x Mini CooperIMG_4129 fashionAtetheLawyer

General x Mini CooperIMG_4132 fashionAtetheLawyer

General x Mini CooperIMG_4143 fashionAtetheLawyer

General x Mini CooperIMG_4135 fashionAtetheLawyer

General x Mini CooperIMG_4139 fashionAtetheLawyer

General x Mini CooperIMG_4141 fashionAtetheLawyer

General x Mini CooperIMG_4145 fashionAtetheLawyer

Primer Group's Rail Floresca, Drew Arellano, CEO Raymond Racaza, Mond Share's Ton Gatmaitan, TVC Director Sid Maderazo, Troy Montero and Photog Kai Huang

Primer Group’s Raoul Floresca, Drew Arellano, CEO Raymond Racaza, Mond Share’s Ton Gatmaitan, TVC Director Sid Maderazo, Troy Montero and Photog Kai Huang

Primer Group's Leya, Jay, Guia, Pat, Clarrisa and Macel

Primer Group’s Leya, Jay, Guia, Pat, Clarrisa and Macel

Australian Blogger Khai and Robbie

Australian Blogger Khai and Robbie

with Primer Group's PR and Events Managaer Macel Abejero

with Primer Group’s PR and Events Managaer Macel Abejero

Mini lends its inventive spirit to coax out the General man’s dynamic lifestyle. Both names find kinship in their pursuit of heightening the senses- seen in their combined admiration for the volatile disposition of the young, tempered against the anvil of good taste.

This collaboration also makes room for MINI’s lifestyle items in the store. Short of raising Union Jack and adopting a Cockney accent, the influences of the Curatorship add a decidedly British flavor to the General’s menswear collection with apparel, bags, and accessories. Visit the store located at Bonifacio High Street and Robinson’s Magnolia and risk a bit of NOT NORMAL into your style.

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