To mark its impending 45th anniversary, the quintessential American brand GUESS staged an extraordinary, global fashion moment, transporting 800 international guests to the vibrant, historic heart of Marrakesh, Morocco. Held as part of the “One World, One Brand” global conference, the spectacle was both a grand celebration of the brand’s milestone and a deep, personal tribute to the birthplace of co-founder and Chief Creative Officer Paul Marciano. The result was a stunning, once-in-a-lifetime runway show held under the desert sky at the 16th-century El Badi Palace, unveiling the Spring 2026 collection alongside pre-fall and an exclusive Marciano capsule. The collection itself mirrored the journey, masterfully blending the brand’s iconic denim heritage with the rich, artisanal textures and luminous colors of the Moroccan landscape, signaling a sophisticated, internationally minded new chapter for the brand.
A Milestone in the Medina: The 45th Anniversary Celebration
The decision by GUESS to host its pivotal anniversary event in Marrakesh was far more than a logistical choice; it was a deeply personal and strategic declaration of the brand’s global identity. The city is the birthplace of Paul Marciano, giving the entire “One World, One Brand” conference an air of homecoming and profound personal significance. The event successfully brought together a global congress of fashion editors, international talent, and industry leaders, turning the historic Moroccan city into a temporary headquarters for the brand’s worldwide vision.
The celebratory spirit was established from the moment guests arrived, housed in the opulent La Mamounia Hotel, where every detail, down to the customized pillows and candles, reinforced the luxury lifestyle of the GUESS brand. This dedication to an immersive experience reached its apex with the runway show itself. Staging the collection at the majestic ruins of the El Badi Palace provided a breathtaking, ancient backdrop for the unveiling of the Spring and Pre-Fall 2026 collections. The juxtaposition of the palace’s centuries-old stonework with the clean, modern designs of the collection underscored the theme of blending heritage with forward-thinking style—a narrative that defined every garment sent down the runway.
The Desert Palette: New Textures for Spring 2026
The Spring 2026 collection’s aesthetic was a direct conversation with its Moroccan environment, translating the sensory experience of the desert and the bustling souks into wearable fashion. The color story was split between two dominant palettes: the neutral desert hues and the vibrant jewel tones.
The subtle, sophisticated side of the collection focused on shades of white, beige, terracotta, and soft brown, reflecting the arid landscape of the Agafay Desert. These colors were translated onto artisanal textures that felt organic and luxurious. Knit and crochet dresses played a crucial role, referencing local craftsmanship while offering a comfortable, contemporary resort silhouette. These textural pieces moved away from the brand’s denim roots, embracing a more bohemian, hand-finished quality. This commitment to artisanal material was a nod to the rich history of craft found throughout the city, providing a fresh, mature depth to the Spring offerings.
In sharp contrast, the second palette celebrated the vibrant colors of Marrakesh—the spices, the tiles, and the celebratory atmosphere of the city square. Glamorous pop-of-color dresses dominated the evening wear, ensuring the collection retained a sense of high-octane fun. This vibrant use of color was often paired with prints, most notably paisley, used in burnout fabrics and flowing silhouettes. The successful navigation of these two contrasting palettes—from quiet neutrals in textured knits to bold hues in silk prints—demonstrates the collection’s breadth and its ability to cater to every facet of the luxury travel experience.
From Palace to Glamping: The New Resort Aesthetic
The Marrakesh event was structured around two distinct environments—the historic palace and a luxury desert camp—and the fashion presented reflected the needs of both glamorous urban exploration and high-end desert retreat.
The celebratory atmosphere of the palace show gave way to the indulgent reality of a takeover at The White Camel, a luxury glamping camp in the Agafay Desert. The collection showcased apparel perfectly suited for this sophisticated travel scenario. The emphasis was on flowy, lightweight garments crafted from materials like silk-blend kimonos and chiffon pants. These were paired with sleek white one-piece swimsuits and wide-brimmed straw hats, defining a new approach to resort wear that prioritizes comfort without sacrificing luxury. The styling focused on simplicity and ease, providing solutions for a beautiful day in the sun where experiences, spa packages, and high-end dining define the itinerary.
This focus on the glamping aesthetic is a clear commercial direction for the Spring 2026 line. It taps into the current consumer demand for experiential luxury and travel-ready wardrobes. The pieces are designed to be mixed and matched, allowing for effortless transitions from a daytime pool lounge to a dinner under the desert stars, always finished with the essential accessories that enhance the look, such as geometric woven totes and signature sunwear.
The Global Identity: Denim Heritage Meets Moroccan Craft
While the collection embraced the textures and colors of Morocco, it did so without losing the core DNA of the GUESS brand—an identity built on all-American style and iconic supermodel-filled advertisements. The integration of Moroccan inspiration was a strategic elevation of the brand’s aesthetic, proving its ability to evolve sophisticatedly.
The blend was most evident in the styling details. Even the most minimal, neutral looks were universally finished with classic gold jewelry, such as sleek collar necklaces, minimal bangle bracelets, and hoop earrings, which added a touch of American glamour and polish to the artisanal foundations. For evening wear, the vibrant statement dresses were accented with bags covered in gold palettes and strappy sandal heels, ensuring the look was inherently celebratory and high-octane. The inclusion of an exclusive Marciano by Guess capsule collection during the show also guaranteed that the brand’s sophisticated, elevated branch remained front and center, promising tailored silhouettes and high-quality fabrics alongside the resort wear. Ultimately, the Spring 2026 collection is a powerful statement that celebrates GUESS’s 45-year history by confidently looking forward, embracing global craftsmanship and luxury travel as its new, enduring direction.
