Our History and Profile

It is the very first of its kind in Asia, and probably the world.. The Professional Models Association of the Philippines (PMAP) is the only organization of models run by models themselves, each confident of their own talents, abilities and capabilities to manage and plan their modeling careers. Established on February 11, 1987 the PMAP aims to "uplift, protect and professionalize the modeling industry in the Philippines, and to develop and stabilize, national and international awareness, participation, involvement and competition in the field of modeling." The PMAP served as a key force in the development and upgrading of the local modeling industry, with the firm belief that as a united group, models can band and work together for their own protection and progress.

Contrary to some beliefs, the PMAP is not an agency but a cross between an association and a union of models. "As a union we are vocal with our rights, as an association, we have a vision of what we want to become in the future," says one of the original members Tina Maristela-Ocampo, who co-founded the organization with co-models Ronnie Asuncion and Robert David in 1987 in response to what they believed were conditions that should be professionalized. They sought for reasonable working hours and standardized compensation for model bookings. Succeeding members of PMAP have sought to maintain and improve these standards, seeking the professional services of legal and financial consultants.

The organization's first project, a successful fashion gala in 1988 called "PMAP and Friends," harnessed its members' production talents in bringing together and fostering unity among all sectors of the fashion industry at the time. In 1990, PMAP co-produced another gala called "Halo-Halo, Sari-Sari" with the Sari-Sari Store and PRO Masters, Inc. For its tenth year anniversary PMAP produced Rajo Laurel's first gala show at the GSIS podium on February 1997. In June 24, 1998, the association staged a benefit fashion show to help raise funds when one of its members, Lucia Santiago, met a car accident from which she fully recovered. In July 19, 1999 PMAP presented its 12th Anniversary Gala at the Grand Ballroom of the Mandarin Oriental, Manila.

Aside from keeping up to its aim, the PMAP is also busy in special projects and events. In the past years, the association has organized annual outreach programs with various beneficiaries such as Tahanan Sta. Luisa, home for sexually abused girls; Jesus Loves the Little orphanage; Hospicio de San Jose, home for the elderly; and Habitat for Humanity, to name a few. PMAP has likewise participated in several fund raising projects for the World Wildlife Foundation of the Philippines (WWF), Bantay Kalikasan, and Make-a-Wish Foundation. To raise additional funds, PMAP also prepares for Christmas carolling every December and arrange themed Christmas parties, allowing everyone from the fashion industry to get together in a night of fun and games.

Two years ago, PMAP organized Modelympics 2005 at the Rockwell Tent. Led by celebrity models and fashion icons, it was the first models' sportsfest with over one hundred models participating, which aimed to promote camaraderie and sportsmanship amongst commercial and ramp models from different groups and agencies. After that, PMAP held Modelympics 2006 in Boracay for a 4-day event. Over a hundred participants were flown in, this time gathering together press, television celebrities and models, designers, directors and individuals who were at the forefront of Filipino fashion.

Last September 2007, the association marked its 20th year anniversary with a grand red-letter affair of all its current and past members, and industry stalwarts – fashion designers, directors, artists, and the like – who have all been part in developing the PMAP to be the most prestigious modeling organization in the country today. Directed by stage productions and events extraordinaire Jackie Aquino, current and former members of the PMAP took the runway once again and flaunted the most beautiful fashion creations by the country's top designers - pillars of the fashion industry Auggie Cordero and Inno Sotto and the participating fashion designers including, Ivarluski Aseron, Avel Bacudio, Vittorio, Mike de la Rosa, Patrice Ramos Diaz, Rhett Eala, Lulu Tan Gan, Antonio Garcia, Marden Iglesias, Gerry Katigbak, Rajo Laurel, Jojie Lloren, Dennis Lustico, Anthony Nocom, Randy Ortiz, Frederick Peralta, Renee Salud, and Joey Samson. Dubbed "Twenty Years of PMAP", it was an evening of glamour, style, and tradition – spanning different generations of designers and models. It was a grand tribute to the history of modeling and Philippine fashion.

Despite the many controversial stands it has taken through the years of its existence, PMAP has managed to survive, strongly united to protect its members from those who sought to undermine their rights.

Members who served as PMAP President include Ronnie Asuncion, JB Abesamis, Tweetie de Leon-Gonzalez, Den Abesamis, Apples Aberin-Sadhwani, Grace Molina, Baba Parma and Rissa Mananquil. Ariel Atendido is the current president.

The PMAP is proud to have a line up of veteran models that have topped the fashion industry both here and abroad. A number of our active members are presently in the frontline of commercial and ramp modeling. Past officers and members have included the best in the modeling industry who continue to prove their excellence in their current field of expertise: Tina Maristela-Ocampo, Alta Tan, Izza Gonzales-Agana, Suyene Chi-Sia, Lawrence Pineda, Lala Flores Magpantay, Jan Garcia, Desiree Verdadero-Abesamis, Tetta Ortiz-Matera, Annette Coronel, Bea Recto-Agnir, Cassandra Romero, Vivian Veloso, Trixie Chua, Eric Quizon, Boyet Sta. Maria, Lingling Gonzales, Anna Lingad, Maribel Lastimosa-Steinmann, Robert David, Ping Federis, Susan Africa, John Borromeo, John Gaddi, Leo Rabago, Marina Benipayo, John Estrada, Calvin Millado, Sara Jane Paez-Santiago, Abbygale Arenas-de Leon, Marilen Espino-Mendoza, Gem Padilla, Patty Betita, Lou Bunyi-Pareja, Malou Gonzalez-Hafner, Patricia dela Cruz and Myrza Sison.

The organization's founders and original members have expressed satisfaction and joy in seeing their vision form and thrive, and that throughout the years its succeeding members have continued their legacy of being united to fight for the rights of models, not only for themselves, but for future generations as well.