Jo-Rel Espina Celebrates 20 Years of Fashion and Patriotism

As Jo-Rel Espina celebrates 20 years of fashion and patriotism, his journey stands as a testament to the power of Filipino artistry and the enduring spirit of creativity

Words Mika Reyes
Photos courtesy of Jo-Rel Espina brand
August 6, 2024

The illustrious Philippine fashion designer, Jo-Rel Espina, has embarked on a year-long celebration marking the 20th anniversary of his eponymous brand. Hailing from Iloilo, Espina’s journey in fashion has been a tapestry woven with evolution, growth, and the timeless beauty of Filipino artistry. As he prepares for the grand milestone in May 2025, Espina has planned a series of pocket celebrations, each reflecting a different facet of his remarkable career.

Kicking off these festivities is a private preview of his latest collection for the ArteFino Festival 2024. “This is something that I’ve been wanting to do for the Jo-Rel Espina brand,” says the designer. The collection features ready-to-wear pieces adorned with art-deco design elements, a prelude to the main event next year. Espina’s choice of art deco as a theme is no coincidence, as it coincides with the 100th anniversary of the Art Deco Movement. “Next year will be the 100th year of the Art Deco Movement, making it a perfect theme for my milestone celebration,” he explains.

Espina’s association with ArteFino has been pivotal in his career. The artisan movement has opened countless doors for him, from retail opportunities to establishing a globally competitive brand. “The artisan movement opened countless doors for me–in retail, in building a brand, creating a business, and being globally competitive,” he emphasizes.

A Tribute to the Bomberong and the ArteFino Community

Espina’s journey with ArteFino began in 2017 when he was invited by a fellow designer to join the artisanal trade fair. It was during this debut that he introduced the Bomberong jacket—a fusion of the traditional barong tagalog and the contemporary bomber jacket. This innovative piece quickly captured the hearts of Manila's fashion-forward crowd. “I started developing the Bomberong jacket as early as 2013. Back in Iloilo, these jackets just hung on the racks. No one seemed to mind or appreciate them,” he reveals. The Bomberong has since become a style staple, symbolizing a conscious, proudly Filipino wardrobe.

An Adaptation in Retail and Branding

Before his foray into the artisanal trade fair, Espina was known for his bespoke creations, focusing on bridal and formal wear. However, his exposure to ArteFino’s discerning market inspired a shift. “After joining ArteFino for the first time, I realized that there is a market for discerning individuals who want to wear something special to events. However, they are not keen about waiting,” he shares.

Espina began incorporating local weaves like hablon, piña, and abaca into his designs long before the “love local” movement gained traction. “Being based in Iloilo, I was fortunate to have access to these beautiful fabrics and talented artisans. I advocated the use of local fabrics early in my career, even if at that time (in 2004) it was not very popular,” he recalls. His commitment to local craftsmanship has led to a vast archive of Philippine fabrics, ensuring the quality and uniqueness of his ready-to-wear pieces.

Building a Business, Building a Look

Espina’s dual talent as a designer and businessperson has been instrumental in his success. Initially catering to custom orders in Iloilo, he expanded his operations to Manila to meet growing demands. “I am both a designer and a businessperson at my core. When I got exposed to the Manila market, I began to run shop and production more professionally,” he notes. His efficient and organized approach has allowed him to maintain high standards in both design and production.

Espina’s understanding of his clients’ needs informs his strategy for his ready-to-wear collections. He starts by creating separates that can be sold individually or as part of a complete look. “As a designer, I took it upon myself to engage in a collaborative exchange with my clients. Apart from creating beautiful things, you also become a way for clients to realize their vision,” he reflects.

20 Years of Adaptation

Despite two decades in the industry, Espina approaches each day with the same passion and curiosity that fueled his early years. “I still feel like I’m new to this business and that there is so much that I still need to do. So much to create and discover,” he shares. As he prepares for a landmark year in 2025, Espina looks to the past while embracing the future. His upcoming collections will showcase art-deco elements interpreted through a Filipino lens, featuring signature drapes, embroideries, rich color tones, silhouettes, and inlays.

“For my ArteFino collection and even for the show that will be unveiled next year, you will see art-deco elements that are interpreted in a distinctly Filipino manner,” he hints. Espina’s dedication to adaptation and innovation remains unwavering. “Adaptation for me is an application and interpretation of different eras in my career. It is also an exercise in venturing into the limitless realm of creativity with an open heart and mind.”