The model-photographer-turned-designer celebrates 30 years in the fashion industry with a collection that's a love letter to Filipinos.

Anyone in the Philippine fashion industry knows Jo Ann Bitagcol. First discovered as a model in the late '90s, she became one of the country's most recognizable muses, working with some of the nation's most respected designers before stepping behind the camera as a fashion photographer. Over the years, her creative practice has expanded into art and fashion design — each chapter informing the next with intention. Today, under her namesake label bitagcol, she continues to tell distinctly Filipino stories through clothing that bridges heritage, art, and everyday wear. 30 years into a career that has traversed runways, editorials, galleries, and ateliers, Bitagcol's latest collection, Thank You, Universe, is perhaps her most personal yet. 
"This collection is a thank you to everyone who has supported me and believed in me through the years," Bitagcol tells L'Officiel Philippines.&nbsp;The collection marks the beginning of a year-long celebration of her three decades in fashion. Not really a retrospective, Thank You, Universe is an expression of gratitude to collaborators, clients, friends, and the creative community that has accompanied her throughout her journey. Because gratitude has long been central to her creative process, becoming the starting point for every new idea she brings to life.

That spirit carries through the collection's imagery. Like many of her signature prints, every photograph featured in Thank You, Universe originates from Gino Gonzalez's archive of vintage Filipiniana garments. Years of collaboration between the two have produced some of Bitagcol's most recognizable collections, from Baul to Maria Clara, and this latest chapter continues that creative dialogue. Revisiting archival ternos and baro pieces, Bitagcol transforms familiar silhouettes into surreal forms and figures that seem to exist somewhere between history and imagination, giving rise to the collection's fitting title.&nbsp;
For Bitagcol, the process has always been deeply collaborative. "[Gino] always guides me and I always collaborate with him. I ask him, 'Is this good now? What do we do next?' We both just show up without expectations. The creative process is very free," she shares. "When we're already in the location, we look at what we have that day and figure out new ways of presenting the pieces."
Beyond the collaboration lies an almost spiritual ritual. Before every shoot, Bitagcol takes a quiet moment with the garments themselves."Before I shoot, I speak to the pieces. Parang, 'Tabi-tabi po. Okay, lola, lolo.' I ask them, 'What's our story today? How do you want to be presented?'"
It's a practice rooted in reverence, not only for the garments but for the generations of artisans, wearers, and histories woven into every textile. Rather than treating heritage as an artifact, Bitagcol approaches it as something living, allowing each piece to guide the narrative it wants to tell.&nbsp;The resulting collection feels equally thoughtful. Familiar Bitagcol signatures — boxy shirts, sporty kimonas, robes, apron dresses, sarong pants, and kamisas — return alongside new silhouettes including multiway wraps, bubble sayas, and delicate lace underpinnings. Her newest prints appear in both vivid colour and monochrome, offering fresh interpretations of Philippine dress while remaining unmistakably contemporary.
But accessibility remains just as important as artistry. "The clothes have to speak for every Filipino. So I make sure my sizing is inclusive," Bitagcol says.&nbsp;That philosophy has long distinguished her work. While many designers look to heritage through the lens of occasion dressing, Bitagcol has consistently imagined Filipiniana as something lived in. Her work invites more people into the conversation, proving that traditional dress can be expressive, wearable, and inclusive all at once.

Looking back at a career that has evolved from model to photographer, artist, and designer, Bitagcol could easily rest on her career highlights alone. Instead, Thank You, Universe reveals someone who remains endlessly curious. Bitagcol continues to discover, create, and find new ways to celebrate Filipino identity. Three decades in the industry have not left her jaded but deeply grounded. And perhaps that is the greatest legacy of all: a creative who continues to believe in the beauty of telling Filipino stories.
You can experience&nbsp;Thank You, Universe at Bitagcol's pop-up on the second level of Power Plant Mall in Rockwell. The pop-up will be available&nbsp;until the end of the year, serving as the first of three celebrations marking her 30th anniversary in fashion.&nbsp;

Bitagcol's 'Thank You, Universe' Celebrates Filipino Design for Every Filipino

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