Gideon Hermosa on the Economics of ‘Engrande’ Styling

The Filipino attitude toward event styling has shifted dramatically over the decades. In the pre-2000s, celebrations were centered on food, music, and community gathering. Décor was often minimal and DIY, consisting of balloons, flowers from the garden, hand-made banners, and tablecloths. Many events were held in churches, barangay halls, basketball courts, or homes, so the look of the event relied more on the venue than on elaborate styling.

In the 2000s to the 2010s, exposure to international weddings through TV, magazines, and later Pinterest and Instagram inspired Filipinos to aspire for more polished and thematic setups. Event styling began emerging as a profession, shifting from florists or decorators to conceptual storytellers, who shape entire event experiences. A beautifully styled celebration also became a status symbol — a way to signal success or being “may kaya” (well-off).

For Filipinos today, investing in experiences has become a priority, observes international event designer Gideon Hermosa, who just hit his 15-year milestone in the industry. He is widely recognized for styling the weddings of celebrities such as Marian Rivera and Dingdong Dantes, Iza Calzado and Ben Wintle, and Toni Gonzaga and Paul Soriano, and has also brought his signature “Gideonized” touch to high-profile events for stars like Anne Curtis, Kathryn Bernardo, Bea Alonzo, Catriona Gray, and more. Currently, his company House of Hermosa (HOH), handles an average of 90 events annually.

Anne Curtis in her very own #WinterwANNEderland.

“Filipinos have learned where to spend their money when it comes to events. Back when I was just starting, many didn’t see the point of spending on flowers since they last only a few hours. But now, people value the overall experience. Photos and videos will last a lifetime, so they invest not just in the gown or the photography and videography, but also in the styling to make the celebration truly beautiful,” he says.

Thanks to Instagram and TikTok, weddings, birthdays, and even baptismals are no longer just private celebrations; they’ve become public showcases, fueling the demand for more beautiful and unique styling.

We asked Hermosa what aspiring stylists and Filipinos dreaming of a well-styled celebration, want to know:

Esquire: How much do couples typically invest in a grand wedding?

Gideon Hermosa: It’s difficult to give a definite figure because there are so many factors involved, and our event designs are always personalized. Unlike catering, which charges per head, styling costs depend entirely on the design requirements. For example, a couple might spend half a million to a million pesos for styling with only 30 guests, but that same budget could also work for 150 guests. It really all comes down to the scale and complexity of the design.

Some couples come to us with a specific budget. In those cases, we assess their requirements and expectations against what their budget allows, then explain what’s realistic. Alternatively, we also have clients who prefer to see a concept first before finalizing a budget.

Hermosa styled a Burmese wedding in Myanmar.

Has inflation affected the way you price your service?

GH: Yes, labor is expensive. While labor in the Philippines is cheaper compared to other countries, the long work hours involved still drive up the overall cost.

What defines a well-styled event for you?

GH: If the concept and all the elements are consistent, they create a lasting impression on guests. They may forget the food after a month, but never the visual experience of the event.

What are elements that make a wedding classy and elegant?

GH: When it comes to flowers, they don’t always have to be imported or expensive; local blooms can be just as beautiful. What matters is the choice of flowers. Sometimes they may cost less but require more volume; other times, a minimal arrangement can look elegant depending on the blooms used. What’s most important is that the floral choices reflect the couple’s personality, whether they want the wedding to feel fun, formal, or something in between.

What are the biggest mistakes people make when trying to achieve a classy look on a limited budget?

GH: Choosing the wrong supplier. Sometimes, Filipinos focus only on the quoted price without checking the items that are included in the package. They look at the total cost but overlook the details. Only later do they realize that many elements are still missing—they thought the package was already complete. That’s why it’s important for us to guide our clients and educate them on how to spend wisely. Some suppliers encourage clients to spend on things that aren’t really necessary. What I do is give them honest, practical advice on where to invest and where to cut back.

It's important that "floral choices reflect the couple’s personality,  whether they want the wedding to feel fun, formal, or something in between," says Hermosa. 

What inspired you to hold a master class?

GH: It was my first time to hold a solo master class in the Philippines. I usually do this abroad, but since it’s my 15th year in the industry and many young designers have been asking, I thought this would be a meaningful way to give back. I also invited international speakers to inspire and broaden the perspective of beginners in the field.

What skills do you think aspiring stylists mostly lack?

GH: In my workshops, many want to understand our design process—what our ‘secret sauce’ is in pulling off massive installations or standout event designs. That’s why in my recent masterclass, I not only shared insights but also gave them a behind-the-scenes, hands-on experience.

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What emerging trends do you see shaping Filipino weddings in the next three to five years?

GH: I’d say AI-inspired designs will be a big trend. Another is embracing Filipino culture. Recently, younger generations are very much into incorporating a Filipino touch, from music to attire. We’ve also observed a shift toward more intimate guest lists. It’s less about how many people show up and more about creating a personalized, immersive experience. People are focusing on meaningful details, thoughtful design, and emotional impact rather than hosting large-scale gatherings.

Destination weddings are gaining popularity as well, since many couples want celebrations that are hard to achieve in Manila. About 20 to 30 percent of our events are destination weddings. Some of the hottest destinations in the past year include Palawan and Siargao in the Philippines, and Bali in Indonesia and Italy internationally.

AI-inspired concepts and Filipino-themed designs will be among the standout trends, says Hermosa.

What advice would you give couples who want an elegant event without breaking the bank?

GH: Couples need to know their priorities. One of the points I discussed in the masterclass was identifying the key elements that will leave a lasting impression on guests. The experience is what matters most. If you’re working with a budget, focus on what’s most important instead of spreading your funds too thin. Prioritize the details that will have the biggest impact so nothing essential gets sacrificed.

Is event styling in the Philippines still a luxury, or has it become more accessible?

GH: The market is varied. While there are many designers in the Philippines, only a few operate in the high-end segment. Even some of the trendiest clients don’t feel the need to show off—they just have good taste, which doesn’t always mean extravagance.

I still see it as a luxury though, and social media plays a big role. Filipinos get inspired by what they see online, and if something seems achievable, they’re motivated to have similar experiences for their own weddings.

A whimsical Alice in Wonderland–themed birthday, straight out of a fairytale.

What types of clients are driving most of the market growth?

GH: We work with a mix of high-profile clients, celebrities, emerging elites, and middle-class clients. Many middle-class couples have been dreaming of a beautiful wedding for years and saving up for it, sometimes envisioning their big day for eight, even ten years.

Do you believe event styling will continue to grow as an industry?

GH: Absolutely. It’s already everywhere—today, it’s hard to find a wedding in the Philippines that isn’t styled. The industry isn’t just growing; it’s here to stay.