GUESS has unveiled its Winter Project for the 2024/2025 season, blending high fashion with immersive experiences across Europe’s premier alpine locations.
Following the success of its debut year, the project highlights branded gondolas, ski lifts, and signature GUESS swings, enhancing outdoor engagement. The 2024/2025 edition introduces revamped logotypes inspired by frosted alpine hues, adding a refined touch to the activations.
Exclusive Alpine Partnerships
In Zermatt, GUESS continues its collaboration with Iglu-Dorf Village, presenting a custom-designed GUESS igloo. This one-of-a-kind structure serves as both a showcase for the brand’s Winter fashion show and an immersive art installation. Reconstructed each winter by international artists, the igloo offers a fresh and unique experience.
Elsewhere, GUESS expands its presence in Gstaad, establishing pop-up stores, including one at the prestigious Le Grand Bellevue Hotel. Located at 1,050 metres above sea level, these venues attract international visitors seeking luxury and style, making them prime locations to spotlight the GUESS winter collection.
Winter Ski Capsule and Iconic Fashion Show
A key highlight of the Winter Project is the launch of the GUESS Winter Ski Capsule, an all-weather apparel collection that combines high-performance design with the brand’s signature style. The collection was unveiled during a groundbreaking fashion show at Glacier 3000, marking GUESS as the first brand to host such an event at an altitude of 3,000 metres.
Set against the dramatic backdrop of snow-capped peaks, the event featured 20 models showcasing the collection. This spectacular show is now available for viewing on GUESS’s social media channels and official website, providing a global audience with a glimpse into its alpine innovation.
Enhanced Guess Brand Engagement
Beyond apparel, the Winter Project includes branded ski poles, eye-catching outdoor advertising, and curated photo opportunities across key locations. Additional efforts such as influencer trips, press events, and exclusive retail activations are designed to amplify the campaign’s reach and engagement.
“We are incredibly excited to be returning to the Alps with the GUESS Winter Project for its second year,” said Paul Marciano, Chief Creative Officer at GUESS. “Last year’s project was a huge success, so we wanted to build on that momentum. Every element of our collections and activations has been carefully curated to captivate and inspire.”
