GUESS celebrates 45th anniversary with ‘One World, One Brand’ conference in MarrakeshGUESS celebrates 45th anniversary with ‘One World, One Brand’ conference in MarrakeshGUESS celebrates 45th anniversary with ‘One World, One Brand’ conference in MarrakeshGUESS celebrates 45th anniversary with ‘One World, One Brand’ conference in Marrakesh

GUESS celebrates 45th anniversary with ‘One World, One Brand’ conference in Marrakesh

For its 45th anniversary this year, GUESS chose Marrakesh as the symbolic location for its conference “One World, One Brand.” This vibrant city, known for its tradition and cultural diversity, is also the hometown of GUESS co-founder and Chief Creative Officer Paul Marciano. Here, the brand honours its roots by bringing together long-standing business partners and companions from the past four and a half decades – a celebration of shared successes and a unique fashion legacy.

The “One World, One Brand” conference, which in previous years has taken place in cities like Singapore, Barcelona, and Los Angeles, brought together 800 guests from over 100 countries this time. In Marrakech, participants experienced three days full of inspiring talks, workshops, gala dinners, exclusive cocktail receptions, and fashion shows.

The highlight of the event was the fashion show under the desert stars at the El Badi Palace, an architectural masterpiece from the 16th century. Showcased were not only the GUESS Spring/Summer 2026 and Pre-Fall 2026 collections, but also iconic designs from the brand’s archives and the exclusive “MARCIANO by GUESS” capsule collection, created specifically for the event in Marrakech.

“One World, One Brand is far more than a corporate event,” explained Paul Marciano. “It is an opportunity to bring people from all over the world together, to celebrate our partners and teams, and to immerse ourselves in the values and lifestyle that define GUESS. This year, as we celebrate our 45th anniversary, marks a special milestone in our journey. Choosing Marrakech as the venue honors my heritage and also reflects the cultural diversity and progress of the country.

To extend the excitement surrounding “One World, One Brand,” GUESS will be operating the exclusive White Camel Glamping Resort in the Agafay Desert until the end of the fall season. Just 30 kilometers south of Marrakech, guests can expect a tailored experience inspired by the iconic GUESS logo, immersed in the luxurious charm of the desert.

The conference’s guiding theme, “Never Forget Your Roots,” was reflected not only in its title but also in the choice of venue and the story of GUESS itself. The brand, which began with iconic denim apparel, has since evolved into a global fashion and lifestyle brand.