GUESS: A fashion show above the clouds

On Wednesday 4th February 2026 February, GUESS unveiled a powerful new expression of its brand identity with an exclusive high-altitude fashion show in Gstaad, Switzerland. Set within the iconic Iglu-Dorf, the Gstaad fashion show stood at the heart of the wider GUESS Winter Takeover, an ambitious project that celebrated the brand’s 45th anniversary, while transforming some of Europe’s most iconic mountain destinations into bold expressions of GUESS heritage and lifestyle.

With a runway staged against a backdrop of sculptural snow igloos, GUESS is the first fashion brand to present its collection in such a unique Alpine setting. Building on last year’s pioneering high-altitude fashion show at Glacier 3000, this new edition marks a natural evolution of the concept, unfolding in an immersive runway experience. The show welcomed a highly curated audience of approximately 60 guests, including key opinion leaders, influencers, and representatives of the European press.

Framed by snow-covered peaks and pristine scenery, the show unfolded in a seamless dialogue with its environment, during the golden hour when natural light reached its most evocative intensity. Altitude, ice, light, and landscape became integral elements of the narrative, demonstrating GUESS’ ability to bring glamour and heritage into unexpected, awe-inspiring contexts. As the sun set over the mountains, the natural transition into dusk heightened the intensity of an emotional, live performance by violinist Laura Zimmermann, transforming the moment into an immersive cinematic experience.

Transparent, crystalline structures evoked minerals and quartz formations emerging from the snow, while reflective surfaces amplified the nuances of the golden hour light enhancing movement and adding depth and rhythm. GUESS red LED lighting and accents elegantly reinforced brand identity, integrating perfectly into the candid white surroundings, reinforcing brand identity, without imposing on the beauty of the natural setting. combining minimal design with a strong visual presence, inspired by carved ice and snow.

Models appeared through a crystal sculpture made of ice and snow, moving along a snow-covered runway set directly within the alpine landscape, echoing the sophisticated spirit that increasingly defines GUESS’s winter storytelling. This season, the brand unveiled its Fall/Winter 2026 Ski Capsule alongside a curated preview of fashion looks, conceived as a confident expression of winter glamour and après-ski attitude. Built around iconic silhouettes and signature pieces, the collection embraces a relaxed yet refined alpine aesthetic, where layered volumes, soft textures and statement proportions define an effortlessly chic winter wardrobe. Plush faux furs, sculptural outerwear, cozy knits and tactile finishes come together in a balanced dialogue between comfort and allure, reaffirming GUESS’s distinctive vision of winter style: glamorous, warm and designed to be lived both on and beyond the slopes.

Beyond the runway show, the event unfolded as part of a broader GUESS winter experience, designed to fully immerse special guests in the world of the brand. Throughout their stay, participants were invited to enjoy a series of exclusive moments conceived as rejuvenating and engaging experiences.

Among them, a dedicated wellness moment featured red light therapy sessions developed in collaboration with Luminous Labs, a rejuvenating ritual designed to prepare guests for the fashion show. The treatment’s signature red glow echoed the brand’s visual theme, subtly connecting wellness, performance, and identity.

The experience was further enriched by convivial gatherings and refined evenings at some of Gstaad’s most iconic venues, including the Hotel Bellevue and La Ferme Saint-Amour. These occasions extended the spirit of the runway beyond the show itself, creating a seamless journey in which every detail echoed the same values of intimacy, refinement, and a deep sense of belonging.

Spanning across Switzerland, Italy, and France, including Zermatt, Bormio, Courchevel, and Glacier 3000, GUESS asserted its presence through large-scale activations, from branded ski lifts and gondolas to outdoor installations and hospitality experiences.

“The 2026 fashion show embodies the very essence of GUESS,” said Paul Marciano, Co-founder & Chief Creative Officer of GUESS?, Inc. “It has allowed us to craft an immersive, emotionally resonant experiences in one of the world’s most coveted destinations — honoring our heritage while pushing our identity in bold and unexpected directions. Presenting the new collection at Gstaad, surrounded by its iconic alpine landscape, is yet another testament to how GUESS continues to evolve while remaining firmly rooted in its DNA.”