Guess recently hosted an extravagant global event in Marrakech, Morocco, to kick off celebrations for its approaching 45th anniversary. This exclusive gathering, themed "One World, One Brand," brought together 800 guests from over 100 countries, including prominent fashion editors and international influencers. The festivities unfolded in the luxurious settings of Marrakech, paying homage to the birthplace of Guess co-founder and creative director, Paul Marciano. The brand utilized this significant occasion to unveil its Spring and Pre-Fall 2026 collections, alongside a special Marciano by Guess capsule collection designed specifically for Marrakech, all presented during a breathtaking runway show at the historic 16th-century El Badi Palace. Beyond the fashion showcase, attendees were immersed in a world of Moroccan culture and luxury, with stays at the prestigious La Mamounia Hotel and an exclusive takeover of The White Camel, a luxury camp in the Agafay Desert.
The event served as a testament to Guess's enduring legacy and its forward-looking vision, blending its iconic American style with the vibrant cultural tapestry of Morocco. From personalized hotel amenities to desert glamping, every detail was curated to offer a memorable experience that transcended a typical fashion event. This strategic global conference not only highlighted upcoming collections but also reinforced Guess's international presence and its commitment to luxury, creativity, and a unified brand identity across diverse markets. The Moroccan backdrop provided a rich source of inspiration, influencing both the showcased designs and the overall immersive experience for the brand's esteemed guests.
Guess’s Lavish Global Event in Marrakech
In preparation for its 45th milestone next year, Guess orchestrated a grand "One World, One Brand" conference in Marrakech, Morocco. This elaborate celebration honored the roots of Paul Marciano, the brand's co-founder and creative director, drawing 800 participants from across more than 100 nations. The guest list featured esteemed fashion journalists worldwide and a constellation of international talent, including Chiarra Ferragni, Leonie Hanne, and Lea Elui. Every aspect of the event, from luxurious accommodations at La Mamounia Hotel, where rooms were adorned with Guess lifestyle items like pillows, candles, and travel accessories, to a spectacular fashion show at the 16th-century El Badi Palace, was meticulously curated. The runway presentation showcased Guess’s Spring and Pre-Fall 2026 collections, iconic archival pieces, and an exclusive Marciano by Guess capsule collection tailored for Marrakech, cementing the brand’s global presence and future direction.
The comprehensive experience offered by Guess extended beyond typical fashion presentations, emphasizing a fusion of culture, luxury, and brand identity. Attendees were not only treated to the unveiling of new collections but also to a deeper immersion into the rich Moroccan heritage, inspiring the creative director and the overall aesthetic of the event. The choice of Marrakech, with its vibrant souks and historic sites, served as a perfect backdrop for the brand's global vision. The conference underscored Guess's journey from its all-American roots to a globally recognized fashion powerhouse, celebrating its past achievements while setting the stage for future innovations. The event concluded with an exclusive retreat to The White Camel luxury camp in the Agafay Desert, transforming it into a Guess-themed oasis for the remainder of the Fall 2025 season, providing guests with an unparalleled glamping experience that encapsulated the essence of Moroccan hospitality and Guess's luxurious brand ethos.
Embracing Moroccan Flair: Fashion and Lifestyle
The event itself served as a powerful source of creative inspiration, intertwining local Moroccan craftsmanship with global fashion trends. From exploring the bustling souks to enjoying meals in the heart of Jemaa el-Fnaa square in the Medina, the vibrant culture of Marrakech infused every element of the gathering. The fashion presented at the runway show was a direct reflection of this inspiration, blending contemporary designs with traditional Moroccan influences. This harmonious blend was evident in the collections, offering fresh perspectives on fashion that resonated with the exotic location. The luxury retreat at The White Camel in the Agafay Desert further highlighted this blend, providing a serene yet opulent setting that encouraged guests to fully embrace the Moroccan lifestyle while showcasing Guess’s versatility in adapting its brand identity to diverse cultural backdrops.
The immersive Moroccan experience provided a unique opportunity to curate fashion ensembles perfectly suited for various aspects of the trip. For leisurely days at the La Mamounia Hotel, guests were encouraged to don paisley dresses and straw bags, reflecting the relaxed yet chic ambiance of the hotel’s extensive amenities, which include multiple restaurants, bars, tearooms, and a lavish spa. Evening wear for dinner under the Marrakech stars leaned into neutral desert tones and artisanal textures, featuring knit crochet dresses or minimalist white attire paired with elegant gold jewelry and strappy flat sandals. For a glamorous night out, vibrant, statement-making dresses from Guess’s Spring 2026 collection, adorned with gold accents and complemented by gold-covered bags and stiletto heels, were the order of the day. Finally, luxurious desert days at The White Camel called for sleek white one-piece swimsuits, matching kimonos, pants, and straw hats, embodying the ultimate glamping experience amid the stunning Agafay desert landscape. This holistic approach to fashion and lifestyle underscored the deep connection between the brand's new collections and the rich cultural tapestry of Morocco.