As GUESS approaches its 45th anniversary in 2026, the brand chose Marrakech, Morocco, as the stage for its global conference One World, One Brand 2025 — a vibrant celebration of creativity, heritage, and unity. The city holds deep personal meaning for Paul Marciano, GUESS’s Co-Founder and Chief Creative Officer, who was born there.
Now in its eighth edition, the conference brought together over 800 guests from 100 countries, marking one of the most ambitious gatherings in the brand’s history. The event unfolded over three days of inspiring conferences, fashion showcases, gala dinners, cocktail receptions, and luxurious experiences that reflected GUESS’s signature blend of glamour and authenticity.
The grand finale was a breathtaking fashion show at the El Badi Palace, an architectural marvel of 16th-century Morocco, where guests witnessed the unveiling of the Spring/Summer 2026 and Pre-Fall 2026 collections and a special MARCIANO by GUESS capsule created exclusively for Marrakech.
“It’s far beyond a corporate gathering,” said Paul Marciano. “One World, One Brand is about bringing people together from across the globe to share ideas, celebrate creativity, and experience the lifestyle that defines GUESS. I chose Morocco to honor my family’s humble beginnings and to showcase the beauty and progress of this country that shaped who I am.”
The overarching theme, Never Forget Your Roots, resonated throughout the event, paying tribute to Marciano’s Moroccan heritage and GUESS’s evolution from its iconic denim origins to a global lifestyle powerhouse.
Among the attendees were GUESS executives, business partners, and international talent, including Chiara Ferragni, Leonie Hanne, Lea Elui, Maura Higgins, Krystle D’Souza, and Andrea Brillantes, along with global media and fashion influencers. Guests experienced curated adventures across Morocco — from sidecar tours through Marrakech’s vibrant souks to hot-air balloon rides over the Agafay Desert and private explorations of the Medina.
To extend the celebration, GUESS will take over the luxurious White Camel glamping resort in the Agafay Desert through the fall season, offering immersive experiences and décor inspired by the brand’s iconic heritage.
As GUESS moves closer to its 45th anniversary, One World, One Brand 2025 stands as a symbol of its enduring vision — a world united by creativity, connection, and timeless style.
