GUESS's 45th Anniversary Celebration in Marrakesh: One World, One Brand Conference

GUESS Celebrates 45 Years with a Landmark Event in Marrakesh

As GUESS gears up for its 45th anniversary in 2026, the iconic fashion brand chose Marrakesh to host its impactful conference, "One World, One Brand." This vibrant city, known for its rich cultural tapestry, is particularly meaningful to co-founder Paul Marciano, as it marks his roots and the essence of the brand. The conference symbolizes GUESS's journey through fashion history and innovation, bringing together long-time partners and friends who have played a significant role in the brand's success over the years.

The eighth installment of the GUESS convention attracted an impressive 800 guests from more than 100 nations to partake in a dynamic three-day agenda featuring conferences, workshops, and exclusive events. The attendees enjoyed evenings filled with gala dinners, cocktail receptions, and fashion showcases, culminating in a dazzling fashion show held against the stunning backdrop of El Badi Palace, a 16th-century architectural masterpiece. This spectacle was not just a showcase of GUESS's upcoming Spring/Summer 2026 and Pre-Fall 2026 collections but also included a unique MARCIANO by GUESS capsule collection specially created for this occasion.

Paul Marciano expressed the essence of the conference, stating, "One World, One Brand is far beyond a corporate gathering. It's a unique opportunity to connect with our global teams and to celebrate our shared creativity and values." His reflections further emphasized the theme of 'Never Forget Your Roots', motivating the gathering to honor both his heritage and the significant strides GUESS has taken from its beginnings in denim to becoming a global fashion powerhouse.

Among the glittering array of guests were GUESS employees, notable international influencers such as Chiara Ferragni and Leonie Hanne, and local press from leading fashion publications. Each of them experienced Morocco’s unique spirit through curated activities, including exhilarating sidecar tours through Marrakesh’s bustling souks, hot-air balloon rides over the Agafay Desert, and personalized guided tours through the historic Medina. These activities combined culture and adventure, serving as a vivid reminder of the rich Moroccan landscape and heritage.

Expanding on the conference’s energy, GUESS will continue the celebration through an immersive lifestyle event this fall, hosted at the luxurious White Camel glamping resort located just outside Marrakesh. This takeover will showcase bespoke experiences and captivating décor inspired by the GUESS brand, engaging guests and visitors in an unforgettable exploration of style, comfort, and the hallmark of GUESS.

As GUESS prepares for the next chapter in its journey, this 45-year milestone highlights not just the brand’s longevity, but also its enduring commitment to innovation and cultural appreciation. With its deep connections to heritage and its forward-thinking vision, GUESS continues to set the standard in contemporary fashion. For more about GUESS and their journey, visit www.guess.com.