By Dara Clariza Evangelista
For one day in July, the digital world felt surprisingly tangible. Bloggers United 22, or BU22, returned on July 19, 2025, filling SM Megamall’s Megatrade Hall 1 with creators, fans, and the kind of buzz you usually only feel online.
What began over a decade ago as a bazaar for fashion bloggers has grown into something far more expansive. At BU22, the lineup included more than 60 personalities across blogging, vlogging, TikTok, and Instagram.
Familiar names like Jasmine Curtis Smith, David Guison, Nicole Andersson, Anne Clutz, Cha Ocampo, and Ayn Bernos stood alongside rising stars and longtime favorites, each one bringing curated racks of pre-loved clothes, exclusive merch, and the warmth of real-life interaction.
The day felt like a content creator’s reunion, complete with booths, photos, casual chats, and lots of mutual admiration. Fans browsed closets, creators swapped stories, and social feeds lit up with selfies and throwbacks. Whether attendees came to shop or meet their faves, BU22 offered a space that celebrated the creative connections formed online, now brought offline.
This year’s edition also featured a thoughtful addition: Art Lane, a space dedicated to Filipino visual artists. From hand-drawn prints to local-made merch, it was a reminder that creativity isn’t just digital, it’s personal, expressive, and deeply rooted in community.
The event welcomed everyone, including pets. True to form, Bloggers United stayed grounded in its mission: building spaces where creators and communities meet. For anyone who started their digital life on Tumblr, Blogspot, or a 480p vlog, BU22 felt like home. A reminder that while platforms change, the people and passions behind them still hold the same spark.
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Barbie Forteza is on the cover of STYLISH Magazine right now, as she shares her thoughts on her new phase in her career with her new television series Beauty Empire.
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