It has remained seen that Pedro has always been the more low-key neighbour to the celebrity-filled state of Singapore-based fashion brands. Just as global in its appeal — but less noisy, more understated — and thoroughly considerate with its host of bags, shoes and accessories offerings. What that has entailed includes a string of short stints with personalities carefully curated to represent its name and these occurrences show that the brand is never one to shy away from major style moments.
Take its Icon campaigns as an example, which has consistently spotlighted numerous personalities since its inception. The plan was for the brand to dip its toes into individualistic interpretations of its products with a showcase of characters adapting their style with Pedro, rather than the usual requisite and predictable effect of brands dressed on their spokesperson. Since then, the brand has utilised this unconventional approach to its fullest.

On the other hand, as the Icon campaign reemerges for its 2023 Summer reiteration, the brand looks beyond Singapore as its contemporary epoch takes on new heights. This time, Paris-based photographer Pablo Di Prima lends his raw — often poetic — photography style for the new collection — Prima’s quarantine scrapbook series garnered attention within the arts scene in 2020. There is a lot to look forward to: the brand has opted for a more poignant photography style to lead its current visuals instead of an overtly-refined approach it once had.

Urban elegance bundled with a laidback, downtown tinge marks the new offerings of shoes and bags. While sportswear and extravagance may exist on the opposite ends of the sartorial spectrum, it blends perfectly here with considerably oversized bags — which have arrived in the mainstream scene as a trend now. Models and creative personalities Lily Miel Taieb and Alfie Nickerson leads as Icon’s new protagonist, marking a spontaneous departure of Singaporean- based creatives for the Icon campaign.