Guess Fall/Winter 2026 Ski Capsule in Gstaad

GUESS unveiled on Wednesday an exclusive capsule collection in uber-luxury ski resort Gstaad, Switzerland, to celebrate its 45th anniversary. Sculptural snow igloos were forming the backdrop to Guess that became the first fashion brand to present a collection in this distinctive Alpine setting. Watch brand AP is rumored to plan its next event in Gstaad along with numeourous international fine jewellery houses. The Gstaad renowned for quiet luxury as oppose to more glitzy ST. Moritz is now associated with brand’s pioneering high-altitude runway at Glacier 3000 last year, evolving the concept into a fully immersive experience to VIP guests like Leonie Hanne, Bruna Gomes, Andrea Brillantes, and even controversial Italian influencer Ferragni.

The runway design featured transparent, crystalline structures inspired by minerals and quartz emerging from the snow. Models emerged through a crystal-like ice and snow sculpture, walking a snow-covered runway set directly within the alpine landscape.
During the show, Guess unveiled its Fall/Winter 2026 Ski Capsule alongside a curated preview of fashion looks. Built around iconic silhouettes and signature pieces, the collection embraced a refined yet relaxed alpine aesthetic, blending winter glamour with an elevated après-ski sensibility. Pieces were reimagined through layered volumes, plush faux furs, sculptural outerwear, cozy knits, and tactile finishes.
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“The 2026 fashion show embodies the very essence of Guess,” said Paul Marciano, co-founder & chief creative officer of Guess, Inc. “It has allowed us to craft an immersive, emotionally resonant experiences in one of the world’s most coveted destinations — honoring our heritage while pushing our identity in bold and unexpected directions. Presenting the new collection at Gstaad, surrounded by its iconic alpine landscape, is yet another testament to how Guess continues to evolve while remaining firmly rooted in its DNA.”

The runway presentation was part of the Guess Winter Takeover, a multi-destination initiative, celebrating the brand’s 45th anniversary. Beyond Gstaad, the Guess Winter Takeover spanned multiple Alpine destinations across Switzerland, Italy, and France, including Zermatt, Bormio, Courchevel, and Glacier 3000.
Activations ranged from branded ski lifts and gondolas to outdoor installations and hospitality experiences, reinforcing the brand’s presence across Europe’s most iconic mountain resorts.

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Gala in St. Moritz during the White Turf weekend, 21 February 2026.