GUESS makes a bold return to the Alpine Heights

For the second year running, GUESS is proud to announce the return of the exclusive GUESS Winter Project, where once again the brand will be under the spotlight in some of the most iconic and prestigious winter tourist destinations across the breath-taking European Alps.

Building on the success of the first Winter Project launched last year, GUESS showcased its lifestyle offerings in several luxury ski resorts, enhancing the unique charm of each location with an exclusive, alpine-themed vibe. From branded gondolas and ski lifts to immersive photo opportunities on giant GUESS swings, the brand redefined outdoor activations with a fresh and sophisticated edge. This season, GUESS reimagines its original Winter logotypes, reproposing them across the project with a new and appealing design, playing on the iconic Peoney pattern reproposed in softer, gradient hues inspired by the beauty and essence of frosted alpine landscapes.

The GUESS Winter project 2024/25 will focus primarily on Austria, Italy, and Switzerland, where the various destinations featured GUESS branded ski lifts, ski poles, billboards, and other GUESS HOME and lifestyle. As well as attracting a large number of international skiers and sports enthusiasts, these locations are also popular with style aficionados and shoppers, making them highly strategic destinations for the brand.

In Zermatt, the brand will extend and elevate its collaboration with the Iglu-Dorf Village once more, creating a new GUESS igloo, a sort of hyper-immersive exhibition projecting the GUESS Winter fashion show and special collection. What makes this highest igloo and wellness village in the Alps even more unique is that each ice dwelling is designed and reconstructed afresh every winter by international artists, ensuring the village offers a different experience each year.

Following the success of the of last year’s Cortina initiative, the brand is also proud to open the second GUESS winter pop-up store in the heart of Gstaad, nestled at an elevation of 1,050 meters above sea level, and a premium destination for outdoor sports and luxury shopping, and another at the prestigious five-star Le Grand Bellevue hotel. As strategic partners, Gstaad and Le Grand Bellevue attract a high number of international tourists, making them ideal venues to promote the GUESS clothing and accessories collections.

To amplify the campaign further, GUESS also organized a series of satellite initiatives, including press and influencer trips, model experiences, and exclusive retail events across the brands key locations in the Alps.

“We are incredibly excited to be returning to the Alps with the GUESS Winter Project for its second year”, states GUESS Chief Creative Officer, Paul Marciano. “Last year’s project was a huge success, so we really wanted to amplify and build on that. It was also fabulous to collaborate with Iglu-Dorf in Zermatt again, and, well, the fashion show at Glacier 3000 ̶ an industry first ̶ was so incredible. Every element of our collections and the indoor and outdoor activations have been carefully curated to captivate and inspire, offering a truly immersive winter experience.”

This new venture also marks the debut of the GUESS Winter Ski Capsule, a selection of all-weather apparel designed with the highest standards of quality and performance in mind, bringing an extra-special dab of signature glam and fashion-forward style to the slopes and beyond. A series of playful, full-color shots that perfectly capture the quality, style, and carefree spirit of the new season’s clothing collection, in which our gorgeous GUESS girls and boys are set against a majestic backdrop of snow-topped mountains and elegant coffee shop courtyards.

To amplify the capsule’s launch, a stunning fashion show was held at the recently relaunched Glacier 3000, amidst some of the region’s most renowned peaks, making GUESS the first ever brand to host such a spectacular event at an exhilarating altitude of 3000 meters. The show, which featured 20 models who unveiled the brand’s latest looks on the legendary Peak Walk, is available for viewing across the brand’s social media channels, e-com landing page, and in stores. As part of the Glacier 3000 initiative, GUESS takes center stage as a key partner of the destination, with striking OOH branding, including a giant cable car, and exclusive photo opportunities for visitors.

Launched in mid-December the GUESS Winter Project is featured on a dedicated landing page on the e-commerce website and across the brand’s social media channels.