Published on
October 24, 2025
GUESS has been in business for 45 years, and wants to pay respect to this history with a big event in Marrakesh. For this event, the company has teamed up with various partnering companies, influencers and with the media for a glitzy conference. This event was termed ‘One World, One Brand’ to capture the thoughtful essence about the brand’s history and about Paul Marciano’s co-founding and love for Morocco. This important cultural and historical sight further cements GUESS’s stature by expanding its offerings from denim to a full-fledged lifestyle brand.
GUESS’s One World, One Brand Conference
The One World, One Brand conference held in October 2025 took place in Marrakesh, Morocco, marking a significant moment in GUESS’s 45-year history. The event brought together over 800 guests from more than 100 countries, including business partners, fashion icons, and influencers. With an agenda packed with workshops, fashion showcases, and cultural experiences, this global gathering celebrated the legacy of GUESS while looking to the future.
A Tribute to Heritage
Marrakesh was the ideal location for this gathering. Not only does it represent a city of vibrant culture, but it also holds a personal connection for Paul Marciano, co-founder of GUESS, who was born here. The event’s theme, Never Forget Your Roots, highlighted the importance of heritage and its role in shaping the future. Marciano’s choice of Morocco as the setting for the conference paid tribute to his family’s origins while showcasing the success GUESS has achieved over the years.
A Glimpse into the Future of Fashion
During the event, GUESS revealed its Spring/Summer 2026 and Pre-Fall 2026 collections, alongside an exclusive capsule collection from MARCIANO by GUESS. The show, held at the historic El Badi Palace, mesmerized attendees with a dazzling presentation against the backdrop of this iconic 16th-century Moroccan landmark. This was not just a fashion showcase but a celebration of the brand’s continuous evolution and commitment to excellence in design.
Exclusive Experiences and Immersive Tours
The event was not only about fashion but also about immersing guests in the unique Moroccan culture. Attendees enjoyed bespoke experiences such as sidecar tours through Marrakesh’s bustling souks, hot-air balloon rides over the Agafay Desert, and private guided tours of the Medina. These experiences showcased the rich heritage of Morocco, blending modern luxury with traditional charm.
One World, One Brand Continues in the Agafay Desert
As part of the ongoing celebration, GUESS has also transformed the White Camel glamping resort in the Agafay Desert into a luxurious experience hub. Located just outside Marrakesh, this unique resort will host immersive experiences inspired by the GUESS brand, offering guests a chance to explore the desert in style while surrounded by the brand’s iconic design elements.
Guide for Travelers to Marrakesh
For those planning to visit Marrakesh, there’s no better time than now to experience the city’s vibrant culture and history. Travelers can explore the bustling souks, visit historical landmarks such as the Koutoubia Mosque and Jardin Majorelle, or enjoy the city’s luxurious resorts and dining options. The Agafay Desert, where GUESS is hosting additional activities, offers an incredible opportunity for adventure, with experiences like camel trekking, hot-air balloon rides, and stargazing in the serene desert landscape.
Conclusion
The GUESS’s One World, One Brand Conference in Marrakesh was a milestone for the company underlining its history which spans over 45 years. Besides ethnographers, the event involved important stakeholders and influencers from across the fashion world who, together, reminisced the successes of the company and, more importantly, looked ahead. Such a choice of Marrakesh for the event’s organization shows the brand’s strong ties with its origins and the still-surging edge of creativity.
