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Pinay teen of Charles & Keith ‘luxury’ bag fame is now its brand ambassador

By Brooke Villanueva Published Mar 05, 2023 5:49 pm

Remember Zoe Gabriel, the Filipina teenager who got bashed online early this year for calling her Charles & Keith item a “luxury” bag? She’s now the new face of the Singaporean brand.

On its official Instagram page on Saturday, March 4, Charles & Keith shared a snap of Gabriel showing the Alia bag in purple, which has been launched “in support of UN Women’s Storytelling for Gender Equality program” in time for International Women’s Day on March 8.

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A post shared by CHARLES & KEITH (@charleskeithofficial)

Gabriel posted the same photo on Instagram with the caption: “This International Women’s Day, let us celebrate with compassion. Let us celebrate with equality through equity, the way flowers do.”

The Singapore-based Filipina teenager got bashed on social media in January, when she shared a TikTok video of herself getting all excited about her new $80 (over P4,000) bag from the Singaporean fashion house, which she described as a “luxury” item.

A few days after her viral post, Gabriel was invited by Charles & Keith to lunch as they were “impressed” by how she handled the situation. The founders, who also had humble beginnings, likewise welcomed her to their headquarters for a tour.

On Jan. 15, the TikToker excitedly shared she received some gifts from the brand. As seen in her video, the package came with a note that read: "We hope that it will remind you of this special moment where you inspired so many others to be kind, compassionate, and confident."

Charles & Keith was founded by brothers Charles and Keith Wong in 1990, after working at their parents' shoe store. They started out as an outlet store at the old Amara Shopping Centre in Singapore. Not long after, the brand grew into a household name and was acquired by French luxury giant LVMH.