How Guess gets ready to hit 45

As Guess prepares to celebrate its 45th anniversary in 2026, the global fashion brand has chosen Marrakesh as the symbolic setting for its global conference, One World, One Brand. This city has a deeply personal connection to Guess, as it is the birthplace of co-founder and chief creative officer Paul Marciano.

To celebrate this milestone, Guess invited long-standing business partners and friends of the brand to celebrate four and a half decades of its history.

Now in its eighth edition, the Guess convention arrived in Marrakech after being hosted in renowned destinations such as Singapore, Barcelona, and Los Angeles.

The event brought together 800 guests from over 100 countries for three days of conferences, workshops, events, fashion shows, and luxury VIP experiences.

The conference concluded with an exclusive fashion show under the desert stars at the iconic El Badi Palace, a magnificent example of 16th-century Moroccan architecture.

Guess fashion show

The show unveiled the Guess S/S 2026 and Pre-Fall 2026 collections, alongside iconic archive pieces and an exclusive Marciano by Guess capsule collection created especially for Marrakech.

“One World, One Brand was an opportunity to bring together people from around the world—our teams, partners, and friends—to share ideas, celebrate our creativity, and immerse ourselves in the unique lifestyle and values that define Guess,” said Paul Marciano, co-founder and chief creative officer of Guess.

“I chose Morocco as the setting for this memorable event to honor my family’s humble beginnings and to highlight the extraordinary progress and cultural richness that define this country today,” he added.

Paul Marciano at Guess' "One Brand One World"