At Vogue Threads Manila 2025, Art Director Jann Pascua Explores the Art of Visual Storytelling

In a keynote led by Vogue Philippines art director Jann Pascua, he discusses how the title continues to shape how Filipino identity is seen, crafting images that honor place and invite readers to see the country, and themselves, in a new light.

In its first three years, Vogue Philippines has treated visual storytelling beyond mediums; it has been a way of shaping how Filipino identity is seen, both here and abroad. “Even without words, how an image can pique your interest, evoke a feeling like a sense of wonder, joy, or grief, or how a photograph can spark conversations, build connections, and even create change,” says art director Jann Pascua on the power of design.

From the debut cover with Chloe Magno set against the coastline of Bucas Grande to recent stories spotlighting indigenous weavers and local artisans, Pascua and the rest of the editorial team have consistently pushed for imagery that feels rooted in place. “For us, beyond just the intention of telling stories through the lens of passion, our mission in image-making is also rooted by having a deep understanding of our past in order for us to tell stories that not only reflect our present, but also shape our future,” he explains. This intention runs through every decision, from the choice of location and casting to how fashion, photography, and design come together to create a single frame.

It’s a sense of responsibility that begins with defining and understanding the magazine’s core, and it is these values that underpin the editorial team’s entire operation. “Inclusivity, diversity, sustainability, craft, and creativity, as well as hope and optimism, are always at the heart of storytelling, done through the lens of both culture and passion.” Whether through print, digital platforms, or events like Vogue Threads, these values remain a constant foundation. But the process of translating those values into images starts long before production. 

Each editorial cycle begins with a vision and extensive research that goes beyond what is available online. Historians, educators, scientists, and indigenous voices are consulted to ensure that every story is credible, authentic, and respectful of context. “Your pool of references must be so rich and deep in order for you to dissect and put together stories that are not only relevant and compelling, but most importantly, authentic and original,” he emphasizes. This commitment has led to some of the magazine’s most memorable moments: an editorial set in the rice terraces that juxtaposed fashion with the texture of the earth; a portrait series of Filipino innovators photographed in their natural environments; the Mindanao issues, which began with an open casting call to discover new faces that could represent the region with honesty and depth. 

And just as much care is given to design as to photography. Each spread is designed to breathe, with layout, type, and negative space working together to honor the image. This philosophy shaped the Pride issue with Bretman Rock, where every page was curated to let readers experience the full spectrum of the rainbow, and the cover with Olympic gold medalist Hidilyn Diaz, where an unplanned test frame became the defining shot because of the striking shadow it cast. And In an age where AI-generated imagery threatens to flood the visual landscape, he continues to see Vogue Philippines’ mission as one of integrity. “Instead of adding to the noise over these new platforms, great visual storytelling has the power to stop and capture one’s attention, spark conversations, and continue inspiring others to create and tell stories of their own.”

Three years on, Vogue Philippines continues to develop a visual language that feels both contemporary and grounded, with each image inviting readers to see the Philippines, and themselves, in a new light.