Thank You, Universe
bitagcol celebrates 30 years across fashion, photography, design, and art.
Words Jewel Chuaunsu
Photos courtesy of bitagcol
July 16, 2026
Thirty years after entering the fashion industry, bitagcol celebrates a creative journey that has moved through modeling, photography, design, and art.
Her story began in 1996, walking runways and appearing in some of the most memorable images in Philippine fashion. Her years as a model brought her to fashion capitals around the world and introduced her to the work of many respected designers. Along the way, she found herself drawn behind the camera, discovering photography as another form of creative expression.
Each stage of bitagcol’s career has shaped the next. Her experience as a model and photographer continues to influence the way she approaches design and art today.
Artist Jo Ann Bitagcol
Thank you, Universe—bitagcol’s new collection, featured at her pop-up space in Powerplant Mall—marks the beginning of a year-long celebration commemorating her 30 years in fashion.
Describing Thank you, Universe as a gratitude show, she reflects, “Gratitude is such a big part of my creative process. 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.”
The new collection brings together bitagcol’s identities as a model, photographer, designer, and artist. The imagery began with photographs of traditional Filipino garments, which evolved into imaginative forms inspired by another world.
From the Thank You, Universe Collection
The collection’s imagery was created from pieces found in the archives of Gino Gonzales. Bitagcol has collaborated with the renowned scenographer over the years, drawing from his extensive collection of vintage Philippine garments for previous works such as the Baul, Terno, Maria Clara, and Baro collections.
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.
“It just so happened that these Maria Claras that I photographed turned out to be creatures from another universe in my head,” she says. “There’s Queen Amidala in my head with the pink one, and then there’s creatures and characters from different planets.”
From the Thank You, Universe Collection
Bitagcol’s exploration of these garments began unexpectedly. What started as an experiment eventually became a good subject matter.
“It was just a test before, I guess. I started photographing and printing the camisas and Maria Claras on silk satin scarves, and then the feedback was so overwhelming. I was like, wait, this is amazing. I didn’t expect it to be like that.”
The response inspired her to continue exploring Philippine clothing and heritage through her work.
From the Thank You, Universe Collection
“It gave me a sense of direction. Why not? Since it’s giving me life,” she says. “I know myself that I have this promise to myself that I need to give back to my country, to being Filipino, to our culture. It gave me life. This is just one way of giving back to our culture and to the Philippines.”
For bitagcol, the collection is also about making traditional Filipino clothing relevant in the present.
“This is my way of adapting to time. Our national costume can be worn in modern times,” she says. “Before, back in the days, it looks like a costume and all. This time, you wear your culture through photographs.”
From the Thank You, Universe Collection
The collection combines traditional references with contemporary silhouettes, creating pieces that are accessible across generations and cultures.
“The spirit is there, but you can still adapt to wherever you are in the world,” she adds. “The silhouette is also very loose and comfortable. It communicates to all ages, to all races.”
The Thank You, Universe pop-up features bitagcol’s signature boxy shirts, kamisas, sporty kimonas, robes, apron dresses, and sarong pants, alongside new pieces such as the multiway wrap, lace undergarments, and bubble saya. Her signature white polo shirt with printed pockets is also reintroduced in new colorways.
From the Thank You, Universe Collection
The collection also extends into art, with gallery walls featuring colored and black-and-white prints on silk, as well as limited-edition large-scale works. At the center are hyperrealistic images of the Maria Clara and Baro transformed into imagined beings from another universe.
As she continues preparing for the rest of her anniversary celebrations, bitagcol remains focused on honoring the journey that brought her here. Thank you, Universe connects with the deeper message behind the collection: gratitude for her creative path and for the people who have supported her throughout the years.
Thank You, Universe is available at the bitagcol pop-up located on the 2/F Powerplant Mall, Rockwell Center. For more information, follow @joannbitagcol on Instagram.
