GUESS Hits the Slopes

Zermatt, Cortina and Gstaad: these are the three iconic winter tourist destinations nestled in the heart of the Alps, between Italy and Switzerland, chosen by GUESS for its 2024 GUESS Winter Project, the event that, for the second year in a row, takes the brand to the most scenic alpine locations. The Project includes pop-up stores, Instagrammable places (such as GUESS’ giant swing) and the Winter Ski Capsule collection featuring the brand’s apparel and irresistible eyewear by Marcolin.

After the exclusive beach clubs this summer, now GUESS reaches higher altitudes, taking its unmistakable glamorous touch to the ski slopes and lifts. The brand accomplished an impressive feat, organizing a ground-breaking fashion show at an altitude of 3000 meters, at Glacier 3000, the most renowned alpine destination in Switzerland, with 20 models strutting down the legendary Peak Walk, a suspension bridge linking two peaks and offering a 360° view of snow-capped summits above 4000 meters: Eiger, Jungfrau, Matterhorn and Mont Blanc.

But the list of events organized by GUESS for the season doesn’t end here. It includes a collaboration with the Iglu-Dorf Village, a romantic hotel made of snow that every year is reinvented by artists and designers with the new « In the Heart of Ice » igloo. A magic place where visitors can enjoy a hyper-immersive exhibition enriched by nostalgic elements on the mountain theme as well as GUESS Fashion and Home items. But that’s not all: after the great success enjoyed last year in Cortina, the brand opened two winter pop-up stores in the heart of Gstaad; one of them is located inside the five-star Le Grand Bellevue hotel, a go-to location for the habitués of this sought-after destination at 1050 meters above sea level.