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

It was GUESS celebrating its 45th anniversary in Gstaad, Switzerland, with a presentation inside the iconic Iglu-Dorf. The show 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 built on last year’s Glacier 3000 debut, expanding into a fully immersive program that paired wellness activations—including 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 show into a series of refined, atmospheric encounters, reaffirming the brand’s position at the intersection of fashion, lifestyle, and experiential luxury.