There are designers who build brands around spectacle, and then there are designers like Guggles, whose work speaks quietly but with conviction. Known professionally as Guglielmo Reyes, his journey into fashion is less about trend-chasing and more about returning to something deeply personal — craft, heritage, and the discipline of making clothes that truly fit.
Guggles’ interest in fashion began early, sparked during his third-year high school prom. While others focused on the event itself, he found himself drawn to the construction of suits. At the time, his fascination was purely menswear. His original plan was simple: make tuxedos for himself. He knew how he wanted to look, and more importantly, how clothing could shape confidence.
That curiosity matured after college when he became an apprentice at Saga Events under fashion director Robby Carmona. Immersed in large-scale fashion productions, his appreciation for design and presentation grew. What began as personal interest soon evolved into a deeper commitment to the craft.
The brand Guglielmo Reyes was born in 2022, after he made the difficult decision to leave a decade-long career in corporate and advertising work. The push came from someone who knew him best — his mother. After years in the corporate world, she asked if he wanted to finally pursue fashion school, knowing his long-standing desire to create bespoke suits.
He enrolled at the Fashion Institute of the Philippines and started his business soon after. Naming the brand after his real name was intentional. There was no attempt to hide behind a label or persona. It was an act of courage — placing his identity, reputation, and craftsmanship front and center.
A foundation built at home
Long before formal training, Guggles’ earliest exposure to fashion happened at home. His grandmother worked with a foot-pedaled sewing machine, creating clothes and wedding gowns that were simple yet elegant. As a child, he watched her work, fascinated by the mechanics and the quiet focus required to make something wearable and beautiful. She even made his costumes for school events.
To this day, he considers her his first and most enduring mentor.
Academically, he studied Advertising at the University of Santo Tomas College of Fine Arts and Design, where he learned visual fundamentals that continue to influence his design thinking. Years later, he returned to school at FIP to formally study garment construction and the technical processes behind couture-level work.
Aesthetic shaped by simplicity
Guggles describes himself as someone without a traditional “province.” His roots trace back to Pateros, where he grew up surrounded by clothing that favored simplicity over excess. That sensibility now defines his aesthetic: clean lines, balanced proportions, and elegance without overstatement.
He recalls watching his grandmother create wedding gowns that were understated yet refined — pieces that didn’t rely on excess embellishment to make an impact. That philosophy remains central to his work today.
His design process is structured and deliberate. Every project begins with profiling the client and understanding body type before suggesting appropriate cuts. He sketches first, always, then seeks approval before moving on to pattern-making, cutting, and sewing.
Initial fittings typically happen seven to ten days after measurements are taken. Only once the client is fully satisfied does he complete the garment. Precision is non-negotiable. Measurements, calculations, and exact patterns are the backbone of his work — especially in tuxedos, barongs, and bridal gowns.
While he enjoys making tuxedos and barongs — two of the most technically demanding garments — bridal wear has become a space where trust is paramount. His brides are collaborative, open, and willing to listen. In return, he is honest, even when that honesty is uncomfortable.
One bride arrived certain she wanted a ballgown silhouette. Guggles knew it wouldn’t flatter her frame and told her so plainly. He proposed an alternative, sketched it, and guided her through three fittings. She didn’t see the finished gown again until her wedding day. When she finally did, she cried. The design made her feel beautiful, confident, and seen.
Filipino heritage with restraint
For Guggles, integrating Filipino elements into modern fashion comes down to respect. Traditional details must remain balanced — never distorted for novelty. Butterfly sleeves must be symmetrical. Heritage textiles should enhance a design, not overwhelm it.
He avoids over-embellishment and resists mixing too many traditional elements in one garment. The goal is relevance, not costume.
He draws inspiration from designers like Francis Libiran and Larry Espinosa, admiring their ability to create timeless luxury. He stays informed through industry publications such as Women’s Wear Daily, Vogue, and Business of Fashion.
His work has dressed public figures including Richard Yap, Ariella Arida, Bea Santiago, Jon Lucas, Mikkie Volante, and Mig Almendras. Among his milestones are a bespoke suit for the GMA Ball and a minimalist denim dress for the Miss Universe Philippines 2024 preliminary competition.
In the next one to three years, Guggles hopes to welcome more bridal projects, expand into ready-to-wear wedding dresses and suits, and open a physical atelier. Sustainability is embedded in his philosophy — each piece is designed to be worn again, restyled, and reimagined. Ethical practice also extends to fair wages and respect for his workers.
Outside fashion, he finds creative renewal in architecture, museums, and cooking — an interest he jokes could have been a career of its own.
At its core, the story of Guglielmo Reyes is one of intention. A designer who chose to stand behind his name, honor his roots, and let precision — not noise — define his legacy.
Source: A designer who chose craft, courage and his own name
