On the evening of May 31, 2025, GUESS returned to Miami Swim Week with a splash—literally. The lifestyle fashion brand hosted an exclusive cocktail event at The Standard Spa, Miami Beach, marking the start of its two-week-long brand takeover. Held at the hotel’s breezy Bayside Dock, the celebration welcomed approximately 175 VIPs, including Real Housewives of Miami star Larsa Pippen, Bachelorette alum Jen Trann, and model and body-positivity advocate Hayley Hasselhoff.
This marks GUESS’ second year partnering with The Standard Spa for Swim Week, and the brand’s presence this season brings a polished, immersive showcase that extends beyond the runway.
At the heart of this initiative is a pop-up retail experience that runs through June 15, featuring the brand’s latest collections across swimwear, ready-to-wear, and accessories. The pool deck at The Standard has also been fully reimagined with GUESS-branded decor—pillows, towels, and curated accents that transform the space into a lifestyle destination.
Guests at the kickoff event enjoyed personalized programming tied to the brand’s accessory categories, including fragrance, footwear, handbags, and eyewear. The evening also featured a curated swim presentation with GUESS models, blending the laid-back elegance of The Standard with the confident glamour that defines the GUESS brand DNA.
The invitation-only launch underscored GUESS’ reputation for blending fashion with culture, welcoming an array of tastemakers and media. Signature cocktails flowed as guests explored the waterfront retail pop-up and lounged poolside beneath the GUESS-red accents. Gifting moments and on-site customization stations added a layer of interactivity that elevated the event beyond a traditional brand activation.
The Miami takeover is a strategic statement for GUESS, reinforcing its growing position within the swim and resortwear space. Through experiential activations like this, the brand is deepening its connection with consumers while engaging industry insiders during one of fashion’s most influential seasonal moments.
"GUESS is thrilled to contribute to Miami Swim Week’s premier lineup of events through a multi-layer approach that will engage participants from industry professionals to consumers. GUESS continues to stay true to their strong brand ethos in each endeavor, including their strides in the swim and resortwear space.”GUESS Brand
At Miami Swim Week, the brand’s ambitions feel personal—rooted in curated experience, consumer engagement, and an undeniable sense of style.