Pia Wurtzbach is enjoying the newest chapter of her life as a growing presence in the global fashion scene. It’s a journey that has taken her to fashion weeks all over the world and to becoming Bvlgari’s first Filipino friend of the house.
It was the middle of spring and Pia Wurtzbach found herself on the grounds of the almost 400-year-old Villa Aurelia, on a day rife with activity.
It’s not unusual for the distinguished property; while storied, the distinguished and resilient venue, having survived attacks from the French army in the late 1800s and the long passage of time, now serves primarily as a space for the cultural pursuits and programs of the American Academy in Rome.
Neither was the day unusual for Pia, who has lived in the public eye since her teens, through her reign as Miss Universe in the mid-2010s, and whose stature among global fashion brands has been growing in recent years.
ERDEM dress, BVLGARI High Jewelry Serpenti necklace and High Jewelry rings. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
The creative air was particularly thick that day. The Italian luxury brand Bvlgari invited over 20 media titles from all over the world to the baroque 17th century palace and its sprawling 3.5 acre gardens. Pia served as the muse of the Vogue Philippines team, who worked from nine in the morning to seven in the evening and were the last to leave the property. She wore Fall/Winter looks from Alaïa, LV, Gucci, Prada, Shushu/Tong, and Filipino designers Michael Cinco and Mark Bumgarner.
While the team decided to shoot more images than initially planned, she remained in high spirits, and even encouraged to do more layouts. “She was very collaborative and generous with her time,” Vogue Philippines fashion director Pam Quiñones, who was there at the shoot with the former Miss Universe. “She took the time to do an afternoon of fitting and was always game during the shoot. She was such a pro.”
Wurtzbach-Jauncey says it was the most she’s ever done in one day. “Honestly, I didn’t feel tired at all. I was ready to keep going until the sun set.”
Pia was recently named as Bvlgari’s first Filipino friend of the house, a distinction that punctuated her growing prominence in the global fashion scene. After attending her first Paris Fashion Week last September, she has become a regular guest to international runway shows. It’s been a whirlwind experience that she describes as enriching.
“It’s not just about attending glamorous events; each fashion week and being at these shows exposes me to a diverse range of designers and their creative visions,” the 34-year-old says. “I get to witness firsthand how different cultures, trends, and artistic influences shape fashion on a global scale. It’s like stepping into a melting pot of creativity where innovation and tradition collide.”
MICHAEL CINCO coat, PRADA shoes, BVLGARI High Jewelry earrings and Serpenti High Jewelry watch. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
MARK BUMGARNER cape, SELEZZA shorts, PRADA shoes, BVLGARI High Jewelry Serpenti necklace. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
More than that, she simply loves the energy and buzz surrounding fashion weeks. “There’s an electric atmosphere that’s contagious; you can feel the excitement and anticipation in the air. My team and I thrive in this energy! From the runway shows to quick changes, to the dinner parties, every moment is infused with creativity, it’s thrilling to see new ideas come to life. I also like meeting industry professionals, from designers and models to journalists, photographers and key people. Connecting with them has opened up opportunities to collaborate with like-minded individuals”
One such longtime collaborator is Quiñones, who shares that “Pia’s style is evolving. I think she has a stronger relationship with fashion now since she became immersed in the world of fashion weeks, collections, designers and the business of it.”
Pam says that her growing status as one of the most sought after personalities in global fashion is partly due to her curiosity and intelligence. “She told me that while fashion really excites her, she is very interested to know more about the business side to fashion,” Quiñones explains. “She always asks ‘why’ questions.”
BVLGARI High Jewelry Serpenti necklace. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
It’s been a learning journey, and, being new to the scene, she feels she is still adapting as she goes along. Pia says that attending more shows, meeting and discovering more designers is continuously shaping and refining her personal sense of style and preference.
The world comes along for the ride through her social platforms, the numbers of which are, simply put, impressive. In the past few years, she has been on the list of highest paid people on Instagram. At Milan Fashion Week last year, Pia’s $3.4 million in media impact value was second only to that of South Korean boy group Enhypen and ahead of names like Little Mermaid lead Halle Bailey and Thai star Win Metawin.
“Social media has totally flipped the script on fashion. It’s kind of mindblowing how much it’s changed the game,” Wurtzbach says. “Now, trends can blow up overnight from anywhere in the world. It’s like everyone has a front-row seat to the latest styles and can jump on board instantly.”
GIAMBATTISTA VALLI coat and trousers,
BVLGARI High Jewelry necklace, bracelet and earrings. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
GUCCI dress, BVLGARI High Jewelry necklace and earrings. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
That democratization, though, does bring along a set of problems. Last year, Balenciaga creative director Demna prefaced his collection in his show notes by saying that “fashion has become a kind of entertainment, but often that part overshadows the essence of it.” Alec Leach, writing for The Business of Fashion, adds that social media has “upended our relationship with fashion,” and while more people are included in the conversation, it has “catastrophic consequences for the way we treat clothing as a society.”
By allowing the fashion conversation to be ruled by the almighty algorithm, Leach writes, it has become more about spectacle than ownership. “The problem is that like any form of entertainment, once we’ve had our fun, we quickly move onto the next thing,” he writes. “The age of social media has made clothes disposable—even higher-quality garments now have a cultural lifespan of weeks, not years.”
Pia views her reach and visibility with more optimism. “Sure, there are challenges, like dealing with trolls or the pressure to always be on. But I focus on the positives, like the friendships I’ve made and the creativity it sparks. Social media has definitely made fashion more accessible and interactive, and I’m all for riding that wave while keeping it real.”
She also centers on being “real” and “authentic,” which, in today’s digital and social sphere, are no longer just values, but aspirations. Many regularly fail the authenticity test on social media, however, but she has somehow managed to translate her warmth, her easy charm to her channels. Wurtzbach has never been hard to like and her virtual presence is a reflection of that.
ERDEM dress, BVLGARI High Jewelry bracelet and earrings. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
“I use platforms like Instagram and TikTok to share my own style journey and connect with people who vibe with my vibe. It’s about building a community where we can express what we love, swap tips, and just have fun with it,” she explains. “The cool part is how social media lets you be a trendsetter in your own right. What you wear and how you rock it can inspire others globally. But it’s also about staying grounded.”
Pia has the same approach when it comes to those she partners with. “Just like when choosing clothes, it’s all about finding that perfect fit,” she says, adding that, while they must be on the same page in terms of style and vision, partners must bring their own twist to the table.
“Creativity is key too; I love bouncing ideas off someone who’s not afraid to try new things and push boundaries. It’s also about values. I make sure that the brands I collaborate with align with my values like sustainability and ethical practices. It’s gotta feel right, you know?” she says. “And of course, the audience has to like it too. I like to engage with my followers, sometimes I’ll get them involved and ask them what they want to see me in next. It keeps things exciting with something fresh and authentic. That’s what is what it’s all about.”
APARA tank top, SELEZZA trousers,
BVLGARI High Jewelry Earrings, Sepenti High-End Jewelry secret watches. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
ALAÏA dress, BVLGARI High Jewelry necklace. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
She says that collaboration is everything. “I want to work with people who see it as a team effort, where we respect each other’s skills and bring out the best in each other. That’s when the magic happens.”
Growing up as an actor and model, Pia realized early on how dress influenced perception, both of others and of herself. And, as would any teen, she would experiment with different styles to figure out what would resonate with her the most, an exploration that also helped develop a confidence in her personality through clothing.
“I’ve always loved and appreciated fashion, even when I was growing up and didn’t have much. As many people know, I come from a very humble background, so I always looked up to fashion as something aspirational,” she shares. Wurtzbach was born in Stuttgart, but moved to Iligan in Northern Mindanao then Cagayan de Oro when she was still young.
GUCCI coat and dress, BVLGARI High-End Jewelry Monete watch and High Jewelry earrings. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
Wurtzbach started working in show business as a child, and she says that this instilled in her the importance of dressing well and appropriately for different occasions. Of course, family, friends, and peers also had a profound impact. “We shared fashion tips, borrowed each other’s clothes, and attended events where fashion was a focal point, influencing each other’s choices and preferences.”
She found true joy in the process, however, in her 30s, taking inspiration from other public figures whose style she admired. With the help of others, particularly her styling team, Pia began to expand her definition of what fashion could be. It became a means of self-expression and creativity, reflecting her evolving identity and allowing her to navigate different aspects of her life.
Coming from her pageant days, where she was immersed in a multicultural environment, has also shaped her taste. “I love pulling inspiration from different cultures and mixing it up in my own style,” Pia shares. “I’m also about encouraging individuality.”
SHUSHU/TONG top, cardigan, and skirt, BVLGARI High Jewelry necklace and earrings. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
Wurtzbach believes that fashion should be fun and expressive and that one’s unique and personal style should be embraced. “Whether it’s through my own outfits or the content I share, I want to inspire others to be confident in their fashion choices.”
She makes connections with her own style choices, and she says that it’s hard to predict what would actually resonate with her audience, “just the way I like it. Sometimes it’s a slip dress, or a fun sparkly number, or a really avant garde couture piece.” People still really get excited, she says, when she wears blue, a reminder to her fans about the striking Albert Andrada gown she won the Miss Universe crown in. “A ball gown, I feel, sort of, fulfills a fashion fantasy like I’m living off a book or movie.”
Pia lists more of her own fashion moments: “I must say though the sheer fishnet Fendi dress I wore at Cannes surprised me in a good way; the white YSL backless gown I wore to the Bvlgari event in Korea is timeless; the Mark Bumgarner coat I wore at the Yohji Yamamoto show that catches holographic light was also a showstopper.”
LOUIS VUITTON blazer, top, and skirt. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
Wurtzbach remembers sitting in her van during Paris Fashion Week last year, stuck in traffic and looking at the sparkling Eiffel Tower. “I couldn’t help but think, ‘Paris is where people come to make their dreams come true. I wonder if those dreams will come true for me too.’ I used to dream of these moments, and now they’re finally coming true, one by one.”
She admits that she never thought this would actually happen to her. “It’s like one of those dreams you have as a kid. You daydream and imagine what it’s like to be there, but you also think, ‘Maybe I’m reaching for the stars here’.”
While she has achieved considerably, she remains completely cognizant of where she came from, of the “pinch me” moments that have become a regular part of her life.
GUCCI coat and dress, BVLGARI High-End Jewelry Monete watch necklace and High-End Jewelry Monete watch. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
AZ FACTORY silk blazer and trousers, BVLGARI High-End Jewelry Monete watch necklace. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
“There have been times when I’m trying to keep my cool while sitting front row next to a big celebrity, waiting to be the first to witness a collection from a world-famous designer who’s been working on it for six months. Just being there is such a ‘pinch me’ moment. I keep my composure in these moments, but you can imagine my excitement when I’m back in my hotel room.”
Pia shares that she jumped up and down while holding her first Dior invitation. (She says that she’s kept all of her invitations as souvenirs.) “When I walked into my first Dior show, I looked around and whispered to myself, ‘Wow, this location is amazing.’ A Dior security personnel who was helping me find my seat noticed my excitement and said, ‘It’s nice to see someone still get excited about the shows’.”
MICHAEL CINCO coat and trousers, BVLGARI High Jewelry necklace and earrings. Photographed by Callum Inskip for the August 2024 Issue of Vogue Philippines
Looking ahead, Pia says that her goals and aspirations within the global fashion scene are centered on maximizing her platform for positive impact. For her, fashion is not an exclusive club, but a space that could be shared. It is not about meaningless entertainment, but meaningful difference, not a series of spectacular algorithm-rigging moments, but a way to engage and deliver a message.
Attending and covering major fashion events continues to be exciting for her, and these experiences keep her immersed in the industry. “But they are not the be-all and end-all of what I want to achieve.”
Empowerment through fashion remains her cornerstone mission. “Whether it’s through advocating for inclusivity, promoting body positivity, or supporting important causes, I aim to use my platform to uplift and amplify voices that inspire positive change,” she says. “Fashion should reflect the diverse world we live in.”
