Marrakech – As GUESS approaches its 45th anniversary in 2026, the iconic fashion brand has chosen Marrakech as the symbolic setting for its One World, One Brand global conference – a city that holds deep personal meaning for co-founder and Chief Creative Officer, Paul Marciano, who was born there.

The vibrant city – rich in heritage and cultural allure – is the perfect backdrop to celebrate four and a half decades of fashion, innovation, and shared success.

Now in its eighth edition, the GUESS convention made its grand return in Marrakech after being previously hosted in prestigious destinations such as Singapore, Barcelona, and Los Angeles. 

The 2025 event gathered 800 guests from over 100 countries for three days of conferences, workshops, gala dinners, receptions, dazzling fashion shows, and exclusive VIP experiences.

The highlight of the gathering was an exclusive fashion show under the desert stars at the legendary 16th-century Palais El Badi. 

The show unveiled GUESS’ Spring/Summer 2026 and Pre-Fall 2026 collections, alongside iconic archival pieces and a special MARCIANO by GUESS capsule collection designed exclusively for Marrakech.

“One World, One Brand is much more than a corporate convention,” said Paul Marciano.

“It’s a moment for our teams, partners, and friends from around the world to come together, celebrate creativity, and embody the GUESS spirit. As we approach our 45th anniversary, this collective energy represents a major milestone in our story.”

Among the distinguished guests were GUESS collaborators, international partners, and well-known figures from fashion and entertainment, including Italian influencer Chiara Ferragni, German model and entrepreneur Leonie Hanne, French creator Léa Elui, Irish TV personality Maura Higgins, Indian actress Krystle D’Souza, and Filipino actress Andrea Brillantes.

Attendees were treated to immersive Moroccan experiences, from colorful sidecar rides through the souks and hot-air balloon flights over the Agafay Desert to private tours of Marrakech’s Medina, capturing the city’s magnetic charm and energy.

To extend the spirit of One World, One Brand, GUESS announced a new experience at The White Camel, a luxurious resort in the Agafay Desert, located about 30 kilometers from Marrakech. 

Throughout the autumn season, the site will be transformed into a fully branded GUESS universe, offering visitors an exclusive lifestyle immersion inspired by the brand’s bold and timeless identity.