GUESS Makes a Splash at Miami Swim Week With Star-Studded Takeover at The Standard Spa, Miami Beach
Miami Swim Week is always a magnet for fashion, fun, and flawless beachside moments—and this year, GUESS once again stole the spotlight with a stylish return to The Standard Spa, Miami Beach for an exclusive launch celebration. The lifestyle fashion brand kicked off its highly anticipated two-week takeover of the iconic waterfront venue with an intimate, VIP-studded cocktail party on the hotel’s breezy Bayside Dock.
Marking the start of its retail pop-up and branded pool deck experience, the evening welcomed more than 175 stylish guests, including The Real Housewives of Miami star Larsa Pippen, The Bachelorette’s Jenn Tran, model and body positivity advocate Hayley Hasselhoff, and more.
A Sunset Celebration of Style
The evening unfolded with an elevated yet relaxed ambiance as guests sipped signature cocktails, previewed the latest GUESS swimwear and resort collections, and enjoyed a swim presentation featuring the brand’s notable models. GUESS, true to its legacy of fashion-meets-lifestyle moments, delivered an experience rooted in bold style and coastal sophistication.
Beyond the fashion, attendees were treated to personalized gifting activations across GUESS categories including fragrance, eyewear, handbags, and footwear. Whether mingling poolside or exploring the immersive retail pop-up, guests enjoyed curated interactions that brought the brand’s aesthetic and energy to life.
The Pop-Up + Pool Takeover
Open now through June 15, the GUESS pop-up shop at The Standard Spa offers a fresh edit of the brand’s most-loved swim, ready-to-wear, and accessories, all available for purchase on-site. Meanwhile, the hotel’s famed pool deck has undergone a complete GUESS transformation—from custom pillows and towels to branded décor that turns every sun-soaked lounge moment into a chic photo op.
This marks GUESS’s second consecutive year anchoring Swim Week with a full-scale activation at The Standard, continuing to prove its leadership in the resortwear and swimwear space.
“We’re excited to be back in Miami for Swim Week, where we can celebrate the energy and versatility of our brand,” a GUESS spokesperson shared. “From the pop-up to the pool, we’ve created something immersive for every guest, and we're proud to be part of Swim Week’s premier lineup of events.”
About GUESS?, Inc.
GUESS?, Inc. is a global lifestyle brand known for its contemporary fashion, denim, handbags, watches, and accessories. The company distributes its products worldwide through branded retail stores, specialty shops, and department stores. In 2024, GUESS acquired all operating assets of New York-based fashion label rag & bone, expanding its influence across both American and international style scenes. As of early 2025, the company operates in nearly 100 countries with over 1,500 retail locations globally.
For more information, visit Guess.com.