We’ve all heard the saying, “a picture paints a thousand words.” It conveys how a single image can evoke feelings and communicate ideas more effectively than words alone. In the world of fashion, a photo has the power to bring a garment to life, turn design into art, and capture what might otherwise be a fleeting moment in such a fast-paced industry.

BJ Pascual understands this better than most. Working as a fashion photographer for years, he has witnessed through his lens celebrations of life through style—the merging of creative ideas to produce striking images that make everyone take a second look.

“Fashion photography felt like the perfect place for everything I loved to come together,” he says. “It’s art, culture, and creativity all meeting in one frame. Fashion gives you the freedom to build entire narratives from a look or a movement. You can create whole worlds, whether they’re aspirational or raw and honest, but always intentional.”

In a conversation with Manila Bulletin Lifestyle, BJ reflects on his journey as a fashion photographer, the interplay between his personal style and creative direction, and his latest collaboration with an iconic chocolate brand.

Honestly, photography started as a form of escape for me. I grew up in a small town in Cavite and was obsessed with magazines, album covers, and anything that told a story visually. What started as curiosity slowly turned into passion, and eventually, it became my career. I’ve always said that “your vision is your ammunition,” and photography became the way I expressed things I couldn’t always put into words.

I’d say my personal style is eclectic, unapologetic, and ever-evolving. I don’t like to be boxed in by trends or what’s expected. Maybe that’s the Lookbook.nu child in me who still loves pulling references from everywhere. I love mixing vintage with contemporary pieces, high-fashion with something unexpected, and I’m always drawn to structure, texture, and pieces that say something.

It’s very aligned with Toblerone’s Never Square mindset. Embracing your edges, celebrating the parts of yourself that aren’t meant to fit neatly anywhere, and being proud of it. I love brands that take that stance. It did it so well with its iconic triangular shape, and now with the new diamond-shaped Toblerone Truffles, which feel indulgent, distinct, and totally original. That’s how I like to dress too: personal, intentional, and just a little bit disruptive.

Definitely. My personal style and my photography come from the same place. The boldness you see in how I dress shows up in my work, too. I’m drawn to strong lighting, expressive color, and angles that make you feel something.

Just like I don’t stick to one look, my photography doesn’t sit neatly in one category either. I’m always searching for something unexpected, or a perspective that feels unique. It’s that same Never Square instinct of wanting to go beyond what people already expect.

My process always starts with listening. I want to understand the story first. What are we trying to communicate? What is the mood or energy we want to bring out? From there, I research, gather references, and start building the visual language around the idea.

The industry moves fast, so thinking outside the box is essential if you want to stay relevant. The moment you stop pushing yourself, you blend in. Being creative is really about trusting your point of view and being unafraid to explore ideas that feel unfamiliar.

This is the heart of Toblerone’s Never Square philosophy. It is about questioning what feels standard and choosing a direction that feels more original. Toblerone Truffles are a good example of this. They took something classic and gave it a completely fresh twist, from the diamond shape to the smooth center. It was unexpected in the best way.

That type of thinking is what keeps fashion exciting.

Let your clothes serve you, not the other way around. If you’re wearing something, you should feel strong, you should feel you. That confidence shows up, and that’s what truly makes the outfit. Confidence is the real outfit. Your look should reflect who you are and not who you think you need to be. That’s very Never Square: being proud of your individuality, your edges, your differences.

My ultimate fashion don’t? Dressing for approval, or following a trend just because everyone else is doing it. Style is supposed to be a personal indulgence, not a group assignment. You should never be afraid of being the one who stands out—just like how the Toblerone Truffles are the only diamonds in a sea of regular chocolates. That’s the energy I live by.