It has been three decades since bitagcol’s first foray into fashion. Her creative journey began in 1996 on the runways and on the set of the most iconic images in Philippine fashion.
Life as a model brought her to the world’s fashion capitals and into the ateliers of the region’s most revered designers. But more importantly, it lured her behind the scenes, into the world of photography. Every phase in bitagcol’s life and career has seamlessly flowed into the next with incredible grace.
Today, her point of view as a model and lenswoman continues to shape her work as a designer and artist.
“Gratitude is such a big part of my creative process,” bitagcol reflects. “It has become second nature for me to begin with gratitude. Before I create, it’s important for me to acknowledge all the opportunities that have come my way in the past 30 years. I also see to it that I express my appreciation for all the support and presence of clients, collaborators, supporters. That’s just become ingrained in everything that I do..”
Her newly opened pop up space at the second level of the Powerplant Mall is just one of several ways by which the muse, photographer, designer, and artist hopes to honor her journey and express gratitude. The year-long series of celebrations was also envisioned as a living, moving tribute to those who have stood by her throughout every step of the way–from her modeling years to her more recent ventures into the worlds of design and fine art. “There will be three celebrations this year to mark 30 years. This pop up is just the beginning. For the pop up, I am introducing a new collection called: Thank you, Universe.” she discloses.
Like most of her collections, bitagcol’s newest prints were borne from revisiting Gino Gonzales’ expansive archives of vintage Philippine dresses. Over the years, bitagcol has worked closely with the renowned scenographer for her iconic prints like the Baul, Terno, Maria Clara and Baro collections, just to name a few. The designer has always been intentional about creating imagery that echo life in the Philippines, whether it be from the distant past, from memory, or as seen in present day.
She elaborates, “I’ve always been interested in finding fresh and new ways to present our history, culture and heritage. In creating a new print to celebrate 30 years, I wanted to explore new shapes, silhouettes and figures.” While laying out the vintage Maria Clara and Baro pieces, otherworldly forms began to materialize. “I guess you can call them aliens or creatures from another universe. We tied this in with the main idea of gratitude and came up withThank you, Universe.”
The pop up space will carry bitagcol’s signature boxy shirts, kamisas, sporty kimonas, robes, apron dresses, and sarong pants. New pieces like the multiway wrap (a wrap skirt that can also be worn as a dress), lace undergarments, and bubble saya present playful ways in putting together a bitagcol ensemble. The white polo shirt with printed pockets now also comes in vibrant colorways. “My new prints were adapted to our signature styles, but there are also some new pieces that are reimagined from the past collections. Some of the prints were done in full color, covering a wide range of palettes. I was also inspired to create a set of black and white prints.”
Thank you, Universe also finds its full expression as art works. The pop up space is flanked by two gallery walls where colored as well as black and white prints on silk hang. There are also limited edition large scale pieces, which frame a hyper realistic, ethereal image of the Maria Clara and Baro taking on the otherworldly forms.
In the months leading up to her anniversary, bitagcol ruminated on how to celebrate a milestone that encompassed the various stages and phases of her career. Hers is a 30-year story of discovery, constant transformation, healing, grace, and becoming. Through it all, gratitude was the one force that held all these moving pieces together.
Thank you, Universe is available at the pop up of bitagcol located on the 2/F Powerplant Mall, Rockwell Center. For more information, follow @joannbitagcol on Instagram.
bitagcol: a timeline
- 1996: bitagcol’s fashion journey began when she was discovered in a panceteria in Bulacan. In the same year, she debuted at the Fashion Watch series.
- 1999: In Paris, bitagcol modelled for several Asian designers who held showrooms in the City of Lights.
- Early 2000s: bitagcol returned to her beloved Manila where she became the favorite muse of the country’s top designers.
- 2004: bitagcol enrolled at the University of the Philippines to take up photography. She then apprenticed under Lilen Uy.
She also considers Jun de Leon and Juan Caguicla as mentors.
- In 2007, bitagcol established her name as a photographer, working with various publications and brands. Her imagery, a merging of simplicity and introspection, presented a fresh and modern layer to the art visual storytelling.
- 2014: bitagcol collaborated with Mark Higgins and Gino Gonzales for the book, “Fashionable Filipinas: An Evolution of the National Dress for Women in the Philippines in Photographs.” The book was officially released two years later, in 2016.
- 2015: bitagcol is launched as an artist at the Avellana Art Gallery. Her first solo exhibit, Tripolar, echoed “a mental state of extreme emotional swings.” The show featured self portraits as a result of deep introspection as well as voodoo dolls reimagined as vessels for good luck.
- 2019: bitagcol once admitted that she first wanted to join trade fairs because she wanted to join her designer friends. “Naiingit ako sa mga friends ko. Gusto ko din magbenta,”: she once shared with candor. It was joey samson who encouraged her to turn her prints into scarves, which she soon debuted at the Bench Katutubo Pop Up Market. She has been a mainstay of the seasonal trade fair since.
- 2020: during the pandemic, bitagcol dedicated herself to developing new products for her then-fledging namesake brand. This period saw the early iterations of hero pieces such as the boxy shirts, apron dresses, robes.
- 2021: bitagcol’s Tripolar 2.0 went on exhibit at the Vinyl on Vinyl Gallery. The show featured her beloved voodoo dolls, clothed in the artist’s signature silk scarves.
- 2022: Art Fair’s online exhibit featured bitagcol’s Tripolar 3.0, a study of the human form on pina.
- 2023: bitagcol’s Tao Collection launches at the Greenbelt 5 store of Rhett Eala;
In October of the same year, bitagcol was unveiled as one of the cover girls of Vogue Philippines’ Anniversary Issue.
- 2024: bitagcol debuts as a featured designer at the Bench Fashion Week Spring/Summer 2025 showcase.
In June, bitagcol opened the doors to her showroom in Poblacion, Makati.
By November, she set up her very first pop up at the Powerplant Mall
- 2025: bitagcol debuts at New York Fashion Week as a featured designer under Filipinxt.
She also continued to grace the covers of Tatler Philippines (September) as well as Vogue Philippines (August 2025)
bitagol joined the FASHIONPhilippines Milan Mentorship Program under Fondazione Sozzani, a program designed to guide designers as they break into the global market.
In October of the same year, bitagcol presented her sports-inspired collection at Ternocon Palaro
To close out the year, bitagcol collaborated with designer Ivarluski Aseron to present at holiday pop up at the Powerplant Mall
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