Guess celebrates its roots and lifestyle in the heart of the Marrakech desert

By The Editorial Team.

Guess takes over the Marrakech desert

Throughout fall, Guess is hosting an exclusive takeover of the sumptuous White Camel Resort, in the middle of the Agafay desert. On that occasion, the venue has been entirely transformed into a living space conceived and decorated by the brand. This large-scale project comes within the scope of the house’s tradition of creating spectacular experiences. On can think of the Guess Lodge safaris in South Africa or the Mediterranean cruises aboard the Clovis yacht.

Choosing Morocco, and Agafay in particular, serves as a tribute to the Moroccan roots of Paul Marciano, co-founder and creative director at Guess. Through this immersive experience in a unique mineral landscape, Guess forges links between heritage, culture, and modernity.

Guess design elevated by Moroccan craftsmanship

Drawing its inspiration from local craftsmanship seen through a contemporary lens, the Guess lifestyle collection adorns every corner of the White Camel Resort.

Custom furniture, embroidered cushions, signage, and tableware reflect the brand’s refined take on its signature design. The pool area, lined with personalized loungers and an exclusive scenography, invites guests to a full immersion in the Guess universe, where luxury meets authenticity.

A magical runway under the stars at El Badi Palace

As the highlight of the One World, One Brand 2025 global conference, the Guess fashion show took place in the majestic El Badi Palace in Marrakech. Beneath a starlit sky, the brand unveiled its Spring/Summer 2026 and Pre-Fall 2026 collections, alongside archival pieces and an exclusive Marciano by Guess capsule specifically created for the event.

This extraordinary show brought together over 800 guests from 100 countries, including influential figures like Chiara Ferragni, Léa Elui, Leonie Hanne, and Maura Higgins, all gathered to celebrate the brand’s creative and unifying spirit.

A heartfelt tribute to Paul Marciano’s roots

With the theme “Never Forget Your Roots”, Guess pays tribute to the humble origins of the Marciano family and the rich cultural heritage of Morocco. On the eve of its 45th anniversary, the brand reasserts its first mission – to create unforgettable lifestyle experiences. Fashion thus becomes a universal language, where cultures, emotions, and freedom of expression come together.

In the enchanting setting of the Agafay desert, amid refined tents, elegant design, and golden horizons, Guess delivers a vibrant ode to its roots, to creativity, and to the art of living.

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