GUESS celebrates its roots in Marrakech with a global event of exception

Wednesday 08 October 2025 - 13:20

By: Dakir Madiha

GUESS celebrates its roots in Marrakech with a global event of exception

In a gesture filled with symbolism and boldness, GUESS chose Marrakech, the birthplace of its founder Paul Marciano, to host the eighth edition of its international convention, "One World, One Brand." From October 6 to 8, 2025, the ochre city transformed into a global stage, welcoming nearly 800 guests from over 100 countries. Designed as a full immersion into the brand’s universe, the event featured conferences, lifestyle workshops, glamorous evenings, and a spectacular runway show.

Marrakech: a blend of heritage and modernity

This gathering was not just another corporate meeting; it was a return to the roots, a tribute to the DNA of GUESS. Founded in the 1980s, the brand has always combined boldness and sensuality in its designs. By choosing Marrakech, GUESS reaffirmed its deep connection to its origins while highlighting its global and forward-thinking positioning.

This strategic choice came at a pivotal moment: just months away from its 45th anniversary in 2026, GUESS opted for this iconic setting to strengthen its global influence and showcase its vision. Marrakech, a city at the crossroads of cultures, perfectly symbolizes the balance between tradition and modernity that the brand cherishes.

The Palais El Badi: stage for a memorable runway

The highlight of the three-day event was undoubtedly the runway show held in the majestic setting of the Palais El Badi. This historical monument, a jewel of Moroccan architecture, served as the backdrop for the unveiling of the Spring/Summer 2026 and Pre-Fall 2026 collections.

The showcased designs captivated the audience with their audacity and sophistication. By interweaving iconic pieces from the archives with contemporary silhouettes, GUESS celebrated its heritage while projecting a cosmopolitan and inclusive vision of fashion. Flowing fabrics, bold cuts, and patterns inspired by diverse cultures embodied the official theme of the event: "Never Forget Your Roots."

This runway was more than a presentation of a collection; it was a manifesto, a declaration of loyalty to the brand’s foundations while looking firmly toward the future.

An immersive and inspiring experience

Beyond the fashion show, the convention offered a rich and diverse program, making Marrakech the epicenter of creative and strategic exchanges. The conferences brought together renowned experts in fashion, marketing, and innovation, addressing key topics such as sustainability, authenticity, and the impact of new technologies on retail.

Simultaneously, guests were invited to immersive workshops exploring Moroccan heritage through craftsmanship, gastronomy, and iconic sites like the Majorelle Gardens or the historic medina. These activities, blending cultural discovery and luxury, deepened the emotional impact of the event.

The gala evening, meanwhile, left a lasting impression with its elegance and refinement. Held in a sumptuous setting, it gathered influential personalities from the worlds of fashion and media, offering participants an unforgettable experience.

Marrakech: a new strategic hub for the fashion industry

This event underscores a growing trend among major brands: investing in iconic destinations to create global and immersive experiences. Marrakech, with its rich cultural heritage and international appeal, stands out as a strategic choice for brands like GUESS.

By choosing this city, GUESS reinvents its storytelling. It’s no longer just about showcasing clothes but creating a universe where location, narrative, and fashion harmoniously intertwine. Such events strengthen the emotional connection of the brand with its audience while positioning it as a leader in prestige and innovation.

Optimism driving global ambition

In a context where the fashion industry faces profound transformations, GUESS chooses to embrace the future with optimism. The slogan "Never Forget Your Roots" extends beyond the event; it reflects a philosophy: building a global vision rooted in strong foundations.

With this convention in Marrakech, GUESS demonstrates its ability to combine tradition and modernity, emotion and strategy. By celebrating its origins while inviting the world to share its vision, the brand secures a prominent place on the international stage. This event is not just a celebration; it’s a declaration of intent that sets the stage for an anniversary year marked by influence and innovation.

On the brink of a new era

By hosting this exceptional event in Marrakech, GUESS reaffirms its role as a pioneer in the fashion industry. Blending cultural heritage with contemporary creativity, the brand outlines a global dynamic where tradition and innovation coexist harmoniously. This gathering will undoubtedly mark the history of the house while heralding an even bolder future.