For its eighth international convention, GUESS chose Marrakech as the backdrop—a meaningful return to the birthplace of co-founder Paul Marciano. Under the theme “One World, One Brand,” the event brought together around 800 guests from more than 100 countries for three days of discussions, creative sessions, and celebrations in the heart of the Red City.
The 2025 edition was crafted as a full immersion into the world of GUESS, blending business with spectacle. Across conferences, workshops, exclusive receptions, fashion shows, and gala dinners, attendees were given a behind-the-scenes look at the brand’s evolution. The highlight of the event was an unforgettable runway show held at the iconic El Badii Palace, where GUESS unveiled its Spring/Summer and Pre-Fall 2026 collections. The presentation also featured archival pieces alongside a never-before-seen capsule collection, Marciano by GUESS, designed especially for the occasion.
Choosing Marrakech was far from a coincidence. It was a deliberate nod to Paul Marciano’s heritage. He emphasized that this gathering wasn’t just another corporate convention—it was a moment of reflection, creative exchange, and celebration as the brand approaches its 45th anniversary. “This isn’t just a convention,” he said. “It’s a tribute to our roots and a celebration of the collective energy that drives GUESS.” He also paid tribute to Morocco’s cultural richness and its personal significance to the brand’s journey.
The theme “Never Forget Your Roots” resonated deeply in this historic city, chosen to symbolize GUESS’s connection to its past and its ambitions for the future. Once a denim-focused label, GUESS has grown into a global fashion powerhouse—yet this event was a reminder that its identity remains grounded in heritage even as it pushes forward.
Among the international crowd were notable faces from the fashion and entertainment world. Italian influencer Chiara Ferragni, German model Leonie Hanne, French star Léa Elui, Irish TV personality Maura Higgins, Indian actress Krystle D’Souza, and Filipina actress Andrea Brillantes were all in attendance, adding glamour to the already high-profile event.
As a continuation of the experience, the convention site will be transformed into a fully immersive brand showcase throughout the fall. The location will offer a sensory journey into the GUESS lifestyle, allowing visitors to step into the brand’s universe long after the main event has ended.
