Photographed by Kim Angela Santos
At the 2025 AICI Global Conference in Manila, Vogue Philippines editor-in-chief Bea Valdes explored how editorial photography shapes narratives, culture, and identity.
What do the images we choose to share say about who we are? The world today is driven by visuals, and imagery shapes not just how we see, but how we are seen. It defines identity, preserves culture, and crafts the narratives we carry forward.
At the 2025 Association of Image Consultants International (AICI) Global Conference, image consultants from all over the world gathered in Shangri-La, Makati to celebrate 35 years of the organization and to connect and gain a global perspective on image consulting with fellow professionals.
Bea Valdes, the editor-in-chief of Vogue Philippines, took the stage to discuss the significant role of editorial photography in shaping narratives and cultural identities. Her keynote address, focused on the intersection of creativity, culture, and connection, as well as the meticulous process behind crafting a publication that is deeply rooted in identity.
Valdes opened her address by posing a thought-provoking question: “What do you do when you awaken from a dream?” She reflected on the inception of Vogue Philippines, describing it as a dream made real. “How do we create something from nothing, something that was not there before?” she asked.
The creation of Vogue Philippines, according to Valdes, was not about mimicking existing editions but about forging an entirely unique vision. “It was a kind of seeing that was uniquely our own,” she added, emphasizing the need for authenticity in the editorial process.
The process of creation, Valdes explained, began with a fundamental question that guided their approach: “Who are we?” She recalled the team’s first editorial meeting in 2022, where they chose to focus on identity rather than fashion trends or the content of future photo shoots. The question was not about what to shoot or wear, but about understanding the essence of what the publication was going to become.
“We sat around the table and asked each other, ‘Who are we?’ Not what are we going to shoot, or what are we going to wear, but who are we?” Valdes shared. For her, image-making goes beyond mere visibility; it is about authorship. “To create an image is to assert presence, to shape perception, and to participate in the authorship of one’s own narrative,” she explained.
In discussing the layers of meaning behind editorial imagery, Valdes highlighted the importance of context. “Images do not exist in isolation. They come from somewhere. They carry with them memory, imagination, and meaning,” she said. Each photograph and layout, she emphasized, is driven by intention. “There is always the question, ‘Why are we making this image, and who is it for?’”
Valdes pointed out that, while the global edition of Vogue embraces sustainability and inclusion, the editorial team of Vogue Philippines integrates these principles within the local context of Filipino culture. The publication anchors its stories in Filipino values such as malasakit (compassion), bayanihan (community), and optimism. “Our stories are held up by our values. They are not separate from the culture we live in,” she said. By embedding these values into their visual storytelling, the publication aims to bring forth an authentic representation of Filipino identity.
She also recounted the first cover shoot for Vogue Philippines, featuring model Chloe Magno. Valdes recalled a poignant moment before sunrise when the photographer, Sharif Hamza, paused and said, “We are doing this for our mothers and our grandmothers. To show the world how beautiful they are, and to show everyone how beautiful the Philippines is.”
For Valdes, the act of image-making transcends aesthetics. “Image is never just about aesthetics. It is about care. It is about how we choose to see, and how we choose to be seen,” she explained. Vogue Philippines strives to provide more than just style; it offers a perspective grounded in care and cultural context.
To contextualize this process to the audience of image professionals, Valdes spoke to the importance of intentional storytelling in the process of curating a visual narrative. She emphasized that the creation of an image is a deliberate act, one that involves deep consideration of its purpose, context, and impact. It is this thoughtful approach that distinguishes the editorial work of Vogue Philippines, ensuring that the stories told through their pages are meaningful and culturally relevant. As the editorial team continues to tell stories rooted in Filipino values, they reaffirm the importance of representation and the need for a diverse and inclusive perspective in the world of fashion and beyond.
Valdes ended her speech with an anecdote from one of the Conde Nast mentors that helped bring the dream of Vogue Philippines to life. “She said, ‘Tomorrow, as the world wakes up in waves across time zones, there will be little girls and boys in far-flung villages, who will drink in the magic of the photography, tear out the pages, and tape them to their bedroom walls.’” Valdes recalls. “And today, (…) we hope the youth find fragments of themselves in our pages. That they not only feel seen and heard, but affirmed that they are part of a continuing story, where identity is not imposed but authored.”
