In Gstaad, Switzerland, GUESS introduced a striking new chapter of its brand identity through an exclusive high‑altitude runway experience. Staged inside the iconic Iglu‑Dorf, the event served as the centerpiece of the GUESS Winter Takeover. This ambitious, anniversary‑year initiative transformed some of Europe’s most celebrated mountain destinations into immersive showcases of the brand’s heritage, lifestyle, and 45 years of bold self‑expression.
The runway was staged against a backdrop of sculptural snow igloos making GUESS the first fashion brand to present its collection in such a unique Alpine setting. Following last year’s groundbreaking Glacier 3000 show, this new edition evolved the concept into a fully immersive runway experience. The event gathered a curated audience of around 60 guests, including key opinion leaders, influencers, and leading European press figures such as Chiara Ferragni, Leonie Hanne, and Lea Elui.
Altitude, ice, light, and landscape became integral elements of the narrative, demonstrating GUESS’ ability to bring glamour and heritage into unexpected, awe-inspiring contexts. Transparent, crystalline structures evoked minerals and quartz formations emerging from the snow with GUESS red LED lighting and accents elegantly reinforced brand identity. Moving along a snow-covered runway set directly within the alpine landscape, models appeared through a crystal sculpture made of ice and snow.
This season, the brand unveiled its Fall/Winter 2026 Ski Capsule alongside a curated preview of fashion looks, conceived as a confident ex-pression 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. 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.
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Source: GUESS, Iglu Dorf, In Gstaad
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