GUESS Celebrates Moroccan Heritage in the Agafay Desert
GUESS marks its 45th anniversary with an ambitious takeover of Morocco’s White Camel Camp in the Agafay Desert, blending heritage, Moroccan craftsmanship, luxury design, and a spectacular Marrakech runway show to create a fully immersive lifestyle and travel experience.
Some places are already breathtaking on their own, but every so often a brand arrives and shifts the atmosphere entirely. As the season begins and travellers look toward immersive escapes, GUESS unveils a takeover in the Agafay Desert that feels ambitious, polished, and surprisingly grounded in place. The White Camel Camp, long known for its panoramic views and refined glamping experience, now carries the unmistakable stamp of GUESS, turning a remote desert landscape into a curated lifestyle destination.
Throughout fall, the desert retreat has been transformed into a living space conceived and designed entirely by GUESS. Tents, lounges, and communal areas now carry the brand’s aesthetic in a way that feels integrated rather than imposed. Custom furniture, embroidered cushions, tableware, and signage reflect a contemporary interpretation of Moroccan craftsmanship, bringing together refined design and local influences. The pool area, lined with personalised loungers and a carefully planned scenography, offers a setting that feels tailored for relaxation and visual impact. Guests move through spaces that encourage them to stay, explore, and experience the resort from new angles.
Choosing Morocco, and Agafay in particular, is more than a scenic decision. The desert setting pays tribute to the birthplace of Paul Marciano, co founder and Chief Creative Officer of GUESS. By returning to this landscape, the brand ties its global presence to its origins, creating an activation rooted in authenticity. The project also aligns with the brand’s history of large scale lifestyle experiences that have taken its community from South African safaris to Mediterranean cruises aboard the Clovis yacht. The Agafay takeover continues that tradition while offering something distinct, shaped by cultural heritage and the stark beauty of the desert.
The takeover coincides with a major milestone for the brand. On the eve of its 45th anniversary, GUESS reinforces its founding mission to create unforgettable lifestyle experiences. The theme of the celebration, Never Forget Your Roots, runs through every aspect of the event, from the design choices at White Camel to the highlight of the week, a spectacular fashion show in Marrakech.
At the majestic El Badi Palace, beneath a clear night sky and surrounded by centuries old walls, GUESS presented its Spring Summer 2026 and Pre Fall 2026 collections. Archival pieces and a new Marciano by GUESS capsule created specifically for the event added a sense of legacy and evolution. More than 800 guests from around 100 countries attended, including high profile figures such as Chiara Ferragni, Léa Elui, Leonie Hanne, and Maura Higgins. The atmosphere combined fashion spectacle with global community, giving the show the feeling of a cultural gathering as much as a runway presentation.
The setting amplified the message. In a palace built for grandeur and storytelling, GUESS positioned fashion as a universal language where culture, emotion, and personal history intersect. The show reinforced the idea that the brand is not only celebrating its past but also defining its future direction with confidence.
Back in Agafay, the takeover continues to draw visitors who are looking for experiences that blend travel and lifestyle. The resort, surrounded by mineral landscapes and golden horizons, provides an environment that allows the brand’s vision to unfold naturally. Refined tents, elegant details, and the quiet presence of the desert create a contrast that feels both luxurious and grounded.
For travellers, the appeal goes beyond aesthetics. The takeover offers a sense of connection to place and story, presenting Morocco not only as a backdrop but as a source of inspiration. GUESS succeeds in creating an environment where heritage and modernity coexist, offering guests a memorable stay that feels personal and culturally resonant.
The result is a project that stands out in the current travel and lifestyle landscape.
It celebrates roots, embraces creativity, and showcases the brand’s ability to shape environments rather than simply decorate them. In the heart of the Marrakech desert, GUESS delivers an experience that captures its identity and invites visitors to become part of it.