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Jo Ann Bitagcol

<div><span class="fr-img-caption fr-fic fr-dib" style="width:958px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784341261005Jo Ann Bitagcol Portrait_Thumbnail Final.jpg" class="fr-fic fr-dib"/><span class="fr-inner"><em>Jo Ann Bitagcol celebrates 30 years spanning her creative roles as model, photographer, designer, artist</em></span></span></span></div><p>Jo Ann Bitagcol’s creative journey spans three full decades, and crosses over from fashion, photography, design, and into art. At the start of June, she opened the doors to her pop up space at the Powerplant Mall where she unveiled a special anniversary collection called, <em>Thank You, Universe</em>. For the occasion, she photographed vintage<em> ternos</em> and Maria Claras from the archives of Gino Gonzales, laying them out to form otherworldly figures on her photographs. “This is the first out of three special celebrations to mark 30 years,” she explains. “My creative process is always anchored on gratitude and so<em> Thank You, Universe</em> was a fitting title.”</p><div><strong>“Fashion was my university.” </strong></div><p>Throughout various chapters in her life, creativity, divine guidance, identity and belonging seem to come together serendipitously. And for that, she is grateful. Thirty years ago, Jo Ann was discovered in a <em>panciteria</em> in Bulacan by industry stalwarts Peter Lim, Jay Lozada, and Jeffrey Jeturian. She remembers, “This was in the 90s when a shift could be felt in fashion, and I happened to be part of that shift.”</p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784341996685bitagcol 1.jpg" class="fr-fic fr-dib"/></div><p>Decades prior, fair skin and caucasian features defined the beauty standard. But in the 90s, the fashion world began to embrace unconventional ideals. “This was the time of Kate Moss, Asian looks, and  androgyny. My entrance happened just in time,” Jo Ann ponders. This is not to say that she waltzed into shoots and fashion shows with confidence and ease. The style icon confesses that at the start of her modelling career, she felt largely insecure and unsure of herself. “I would always ask myself if I belonged in this space.”</p><p>Jo Ann channeled doubt into self discovery. “I was always fine tuning myself,” she relates. Her big break unfolded at Fashion Watch, a series of designer presentations mounted by Inno Sotto and Richard Tann. Shortly after, she found herself travelling the world’s fashion capitals. “I learned everything I know about fashion from scratch—through my mentors and those who supported me early on.  Looking back now, I would say that this chapter is like my elementary years, and fashion is my university.”</p><div><strong>“I saw photography as a new aspect of my creativity.”</strong></div><p>The model and photographer discloses that it was her insecurity that sparked an insatiable curiosity for photography. Jo Ann explains, “During shoots, I would have so many photographs but only a few would be used or considered. So I began to ask: Why do I have bad materials? Are the photos bad because of me or is it because of the person behind the lens? It was a self check.” </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784342047886bitagcol 0.jpg" class="fr-fic fr-dib" style="width:640px"/></div><p>At the same time, she was hyper aware that a model’s career has a relatively short shelf life. “I knew that I could not model forever, and yet I wanted to stay in this industry and continue creating in this space,” she shares. Jo Ann was also eager to find new ways to express herself. Having travelled around Asia to work with the region’s notable designers, she found inspiration in other models who were pursuing careers behind the scenes. “I saw photography as a new aspect of my creativity. Some field, different medium. I was also fascinated by the craft. I wanted to challenge myself and see if I could do what they do.” </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784342209146WhatsApp Image 2026-07-05 at 20.34.55.jpg" class="fr-fic fr-dib" style="width:645px"/></div><p>In 2004, she enrolled at the University of the Philippines to take up photography. After which, she apprenticed under Lilen Uy. She also regards Jun de Leon and Juan Caguicla as mentors who helped shape her practice. It was not long before she began booking jobs to shoot editorials and campaigns. Jo Ann’s minimalist and austere approach to photography also made her the ideal lenswoman for Mark Higgins and Gino Gonzales’s book, Fashionable Filipinas: An Evolution of the National Dress for Women in the Philippines in Photographs. The very same project would later lay the foundations for her eponymous brand, bitagcol. </p><div><strong>“My prints are stories that I want to share.”</strong></div><p>As it was when she first took her place behind the lens, Jo Ann’s foray into design was piqued by a constant desire to learn, discover, and evolve. She intimates,“I’m always curious. I want to learn and not be stagnant.” In 2019, her first collection of silk satin scarves debuted at the Bench Katutubo Pop Up Market. They featured prints of vintage<em> ternos</em>, initially photographed for the Fashionable Filipinas book. Jo Ann admits, “To be honest, I was initially just jealous of my friends who were joining trade fairs. I wanted to be with them so I began to think of products that I could create—and came up with the satin silk scarves.” </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784342091965bitagcol 2_.jpg" class="fr-fic fr-dib" style="width:623px"/></div><p>She also began to develop other products such as the now widely famous boxy shirts upon the urging of Ben Chan. The designer details, “He asked me to make him a shirt. That’s when I began to think about the design elements I wanted in a shirt.” Even from a distance, bitagcol’s boxy shirts are unmistakable. They are easily distinguished by its easy shape, archival prints, colorways, subtle details, wearability, and versatility. </p><div>She dissects her hero piece: “The shirt had to have the print which were the photographs capturing Philippine culture and heritage. Then, I began to think about how to make it easy to wear.  So, I added a zipper to the ribbed neckline.” The idea to make bitagcol shirts reversible was inspired by earlier years as a model. <img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784342357767bitagcol 3.jpg" class="fr-fic fr-dib" style="width:628px"/></div><p>“Back in the day, I would often wear my shirts in reverse because I couldn’t afford to keep buying new clothes. I had to be resourceful and creative about my outfits.” This would also inform the multi-way, buildable attributes of the pieces she now creates. bitagcol’s apron dresses, multiway wraps, bubble <em>sayas</em>, and<em> kamisas </em>are characteristically crafted so that wearers can style them in a variety of ways. </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784342392410bitagcol 4.jpg" class="fr-fic fr-dib" style="width:638px"/></div><p>Jo Ann has also started to expand her practice, bringing the same visual narratives to new mediums. These include wood, dolls, and silk satin canvases. “My prints are stories that I want to share. I have found a deep sense of purpose in communicating stories of the past and bringing them to the present. I’m always thinking of how we can honor our ancestors. I see this as a gift that has to be put to good use, and I’m pouring it all into design.” </p><div><strong>Love is her fuel</strong></div><p>While gratitude shapes how Jo Ann navigates her creative journey, love is her fuel. The model, muse, photographer, designer, and artist reflects: “It’s a beautiful Filipino trait to make sacrifices for those you love, especially family. <em>Minsan nakakainis</em>, but mostly it’s good. You fight for those you love, and give it 200%. It was that desire to help my family that really motivated me. During the most tiring days, I turned to love to fuel my dreams. Thirty years ago, I was driven by love for family, friends and those in my immediate circle. It later grew into love for the country and ancestors.” </p><p>As she marks three decades, Jo Ann has her heart set on exploring the vastness of a more expansive love. “One lesson I’ve learned is that you can be limitless. It doesn’t matter where you come from. If you put your heart into it and move with good intentions, you can achieve anything.” </p>

<p>Jo Ann Bitagcol reflects on a 30-year journey spanning fashion model, photographer, designer, and artist. Guided by curiosity, reinvention, and an enduring practice of gratitude, she shares how every chapter of her career has shaped the creative perspective that continues to define her work today.</p>

Jo Ann Bitagcol reflects on a 30-year journey spanning fashion model, photographer, designer, and artist. Guided by curiosity, reinvention, and an enduring practice of gratitude, she shares how every chapter of her career has shaped the creative perspective that continues to define her work today.

Jo Ann Bitagcol looks back on her 30-year journey in fashion

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Jo Ann Bitagcol looks back on her 30-year journey in fashion

Bianca Salonga

Published July 18, 2026 10:41 AM PHT

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