What makes a piece of clothing meaningful? It could be a piece passed down from an older sister, a top worn to a first job interview, or an outfit that brings confidence on a day when it matters most. It could also be the familiar scent of stepping into a Bayo store, the in-store team that remembers a customer’s size, or the feeling of finding something that fits just right.
These familiar experiences are at the heart of Bayo’s “That’s Bayo” campaign, which celebrates the memories, relationships, and milestones connected to the brand. For over 30 years, Bayo has dressed generations of women, offering clothing that brings comfort and confidence to everyday moments, major milestones, and everything in between.
More than a campaign, “That’s Bayo” reflects the values the brand has always stood for and its commitment to creating clothing for generations to come. It celebrates the qualities customers have come to love about Bayo while reaffirming the brand’s promise to continue creating with care and intention.
Through this campaign, Bayo recognizes how clothing can become part of a woman’s personal story. Certain pieces remain connected to meaningful experiences, important relationships, and defining moments in life. These lasting connections reflect Bayo’s role in accompanying women through different stages of their journeys.
Featuring Bella Racelis
As part of its “That’s Bayo” campaign, Bayo proudly introduces Bella Racelis, a content creator and entrepreneur building a business and a home that reflect the life she is shaping. Her story captures a familiar transition for many women, growing into their own while remaining rooted in where they began.
The collaboration highlights how the values inherited from family and loved ones can shape the lives women choose to build. Over time, these values influence how they care for others, approach new responsibilities, and create a sense of belonging in their homes and communities.
Bayo’s connection with women through these transitions forms an important part of the campaign’s message. Its thoughtfully made pieces are designed to accompany women through busy days, changing routines, and personal milestones. The brand continues to embrace the familiar qualities customers appreciate while creating clothing suited to the different seasons of their lives.
Bella’s story brings this message closer to home. As a content creator and entrepreneur, she represents a woman embracing new responsibilities while carrying the experiences and relationships that have shaped her. Her partnership with Bayo reflects the campaign’s emphasis on personal growth, lasting connections, and the importance of staying connected to one’s roots while looking ahead.
The collaboration also reinforces Bayo’s place in the everyday lives of women. From familiar routines to new beginnings, the brand celebrates the role clothing can play in helping women feel comfortable and confident as they navigate different experiences.
Bayo x Bella Launch Event at Glorietta
The Bayo x Bella collaboration officially launched on October 7, 2026, at Bayo’s Glorietta store in Makati City. The event introduced the collaboration and showcased a collection featuring pieces designed to accompany women through their daily routines and personal milestones.
For the launch, the Bayo Glorietta store was transformed into a reimagined office space. Familiar workplace settings took on a new look through interactive displays and activities, giving guests a fresh way to experience the collection. The concept connected the clothing with the everyday environments and routines that shape women’s lives, bringing the campaign’s message into the retail space.
One of the highlights of the event was Bella Racelis sharing her personal connection with Bayo. She recalled visiting Bayo stores with her mother as a child and growing up wearing Kids of Bayo. Now, becoming an official Bayo Girl marks a meaningful full-circle moment in her journey.
Bella’s experience connects her childhood memories with her current partnership with the brand. What began with visits to Bayo stores alongside her mother has now become a new chapter in her relationship with Bayo. Her story reflects the lasting connections that can develop between a brand and its customers across different stages of life.
The collaboration also looks toward the future. As Bella continues to build her business and home, her story reflects the experience of moving into new stages of life while holding on to the values and memories that remain important. This message aligns with Bayo’s commitment to accompanying women as they embrace change, pursue new goals, and create lives that reflect who they are.
Through the Bayo x Bella collection, Bayo continues to celebrate the connection between everyday style and the experiences that shape women. The collaboration reinforces the campaign’s central message, honoring the familiar while making room for what comes next.
As “That’s Bayo” continues, the partnership with Bella Racelis highlights Bayo’s enduring relationship with generations of women. It celebrates the memories that shape their stories, the milestones that mark their progress, and the everyday moments that make each journey personal.
Moving forward, with you. That’s Bayo.
