Against snow-covered peaks and a backdrop of igloos, models stepped through a crystal sculpture onto a runway woven into the Alpine landscape, marking GUESS as the first brand to stage a fashion show at such altitude.

On Feb. 4, 2026, GUESS celebrated its 45th anniversary with an exclusive fashion show in Gstaad, Switzerland. Staged within the iconic Iglu-Dorf, the event anchored the GUESS Winter Takeover, a multi-destination project that expands on last year’s pioneering high-altitude presentation at Glacier 3000 and elevates it into a fully immersive runway experience.

For the season, the brand introduced its Fall/Winter 2026 Ski Capsule alongside a curated preview of fashion pieces designed to be lived both on and beyond the slopes. Built around iconic silhouettes and signature pieces, the collection embraces a relaxed yet refined alpine aesthetic. Layered volumes, soft textures, and statement proportions shape an effortlessly chic après-ski attitude, balanced by plush faux furs, sculptural outerwear, cozy knits, and tactile finishes that bring comfort and ease to the look.

“The 2026 fashion show embodies the very essence of GUESS,” said Paul Marciano, Co-founder and Chief Creative Officer of GUESS?, Inc. “It allowed us to craft an immersive, emotionally resonant experience in one of the world’s most coveted destinations—honoring our heritage while pushing our identity in bold and unexpected directions.”

Beyond the runway, the experience unfolded across a tightly curated program, pairing wellness activations featuring Luminous Labs red-light therapy with intimate gatherings at Gstaad landmarks such as Hotel Bellevue and La Ferme Saint-Amour. Together, these moments extended the spirit of the runway into a series of refined, atmospheric encounters that reaffirmed the brand’s position at the intersection of fashion, lifestyle, and experiential luxury.