GUESS Returns to The Standard Spa Miami Beach for a Stylish Takeover During Miami Swim Week 2025

As Miami Swim Week 2025 prepares to turn up the heat, GUESS is once again setting the tone for summer style. Following a successful debut last year, the globally recognized fashion house is returning to The Standard Spa Miami Beach with a two-week brand takeover that blends fashion, retail, and high-energy activations—elevating the South Beach experience just in time for the season’s most anticipated event.

Running from May 30 through June 15, the GUESS Beach Club activation transforms the laid-back, stylish grounds of The Standard into a full-spectrum showcase of the brand’s latest collections. The immersive experience includes a swimwear-focused retail pop-up, a branded pool takeover, and an invitation-only cocktail event at the hotel’s Bayside Dock to mark the official launch.

GUESS will open Miami Swim Week in signature style on May 30 with an exclusive cocktail event featuring a preview of the pop-up and pool space. Models clad in GUESS swim and ready-to-wear will offer a glimpse of the summer collection against the lush backdrop of The Standard’s dockside setting. The evening promises to strike a balance between intimacy and glamour, offering media, influencers, and fashion insiders a curated first look at what’s ahead.

Throughout the activation, The Standard Spa’s pool deck will serve as a dynamic canvas for GUESS’ signature aesthetic. Branded decor—pillows, towels, loungers, and more—will infuse the space with coastal energy, while a series of interactive activations will highlight GUESS’ extended lifestyle offerings, including fragrances, eyewear, handbags, and footwear.

Meanwhile, the pop-up boutique will give guests a chance to shop the latest GUESS swimwear, ready-to-wear, and accessories—all within steps of the hotel’s spa, restaurant, and outdoor lounge areas. The activation underscores the brand’s continued relevance in the swimwear space, while reinforcing its presence as a lifestyle authority on the global fashion stage.

As GUESS deepens its relationship with Miami’s fashion scene, its presence during Swim Week is as strategic as it is stylish. This multi-dimensional engagement reflects the brand’s ability to seamlessly integrate with both industry insiders and fashion-forward consumers.

With over 1,000 retail locations and a newly expanded portfolio—including the acquisition of New York-based label rag & bone—GUESS continues to evolve while staying rooted in its signature identity. Its return to The Standard Spa Miami Beach marks not only a moment of celebration, but also a statement of intent: to remain at the forefront of global fashion while creating experiences that resonate beyond the runway.

Plan Your Visit

The GUESS Beach takeover at The Standard Spa Miami Beach runs from May 30 to June 15, 2025. To shop the latest collections, click HERE, and to explore the GUESS Miami Beach Club, click HERE.