There was a time when luxury was stitched into a label… today it’s woven into the fabric of an experience.

It is no longer enough for a fashion house to simply design what you wear; the new currency of desire is where you wear it—and who you become within that space. From cliffside loungers in Positano draped in soft 4G monograms, to sails catching the Balearic winds under a Guess flag, the brand’s summer 2025 vision is a lesson in the art of immersive living. With its SS25 Beach Club series, the vision arrives in two parts: a network of Guess-branded beach clubs across Europe’s most coveted coastlines, and a new maritime partnership with CLOVIS, offering luxury yacht voyages through the Mediterranean. Together, they form a lifestyle playground stretching from the cliffs of Positano to the sands of Mykonos, from Ibiza’s party bays to the quiet glamour of the Algarve.

From denim to destinations of desire

Guess began as a sun-kissed California-born story by the Marziano brothers: sensual Americana, iconographic denim, and advertising that crystallised a mood more than a garment. This heritage—the tight jeans and sultry golden-hour campaigns—remains the brand’s DNA, but the company has quietly rebranded itself for a new economy of desire. Recent strategic moves (including the Rag & Bone acquisition) and a footprint spanning hundreds of stores across roughly 100 countries signal a house no longer content with closets alone.

So why the leap to lifestyle now?

Modern luxury trades on the essence of memory and meaning. Today’s travellers crave curated worlds that tell a story you can inhabit—not just a label you can wear. Guess, along with Burberry, Loro Piana, Jaquemus, Dior and many more, are creating immersive translations of brand aesthetics into tangible lifestyle spaces. From furniture, cafés, beach clubs and yachts, these experiences extend fashion’s vocabulary beyond retail, allowing audiences to live inside the brand’s mythology.

The Guess Beach Club Series SS25

For Summer 2025, GUESS expands its beach club strategy into a finely plotted constellation across Europe’s most tantalizing shorelines—each location chosen for its blend of beauty, prestige, and the promise of an unforgettable summer. From Positano’s Tyrrhenian cliffs to Bodrum’s crystalline Aegean coast, the series reads like a passport to coastal desire.

The visual language is unmistakable. The iconic 4G motif, first seen in the PF24 bag collection, has been reimagined for SS25 with softer marine palettes—sandy neutrals, sun-kissed golds, and deep Aegean blues. Each venue receives a bespoke treatment: monogrammed sunbeds, parasols edged in gold thread, Guess branded surfboards leaning against polished teak bars. Even the smallest elements — cocktail coasters, menu typography — fold into the brand’s cohesive aesthetic, ensuring the experience is as photogenic as it is indulgent.

  • Arienzo Beach Club—Positano, Italy: Cliffside glamour · Golden-hour ritual · Tailored intimacy.

  • La Fenice—Forte Dei Marmi, Italy: Tuscan charm · Artisanal detail · Barefoot chic.

  • Phi Beach—Baja Sardinia/Porto Cervo, Italy: Exclusive sunset ritual · Cliffside glamour · Med jet-set.

  • Ipanema by Guess—Taormina, Sicily, Italy: Sicilian Dolce Vita · Cinematic shorelines · Pop-up elegance.

  • Blue Marlin—Ibiza, Spain: Daybeds to dancefloors · Day-to-night couture · Sensory retail

  • Kalua Beach Club—Mykonos, Greece: Aegean chic, bohemian luxe, barefoot chic.

  • Bernie’s Beach Club—Zandvoort, the Netherlands: North Sea cool, contemporary conviviality, coastal tailoring.

  • Purobeach Vilamoura—Algarve, Portugal: Sand-washed serenity, cosmo lounge life, day-to-dusk elegance.

  • Ruins—Bodrum, Türkiye: Sandstone heritage, ancient and understated, fashion-inflected luxe.

  • Yuzu Beach—Çeşme, Türkiye: Turkish Riviera, gilded accents, sunlit sophistication.

  • Sopot Marriott Resort & Spa—Sopot, Poland: Baltic glamour, rooftop moments, pop-in retail theatre.

Guess for CLOVIS: the high seas extension

From May 2025, Guess sets sail—quite literally—with the debut of Guess for CLOVIS, an exclusive maritime collaboration that carries the brand’s SS25 vision from Europe’s shores onto the open sea. The experience unfolds aboard CLOVIS, the 85-foot ketch-rigged sailing yacht, first launched in 1983 from the French shipyard of Biot to the design of architect Dominique Presles. Recently refitted to blend timeless elegance with modern luxury, CLOVIS now balances vintage charm with contemporary finishes, its spacious saloon and dinette designed for long, lingering meals and chic golden-hour moments.

The itineraries chart two of the Mediterranean’s most cinematic routes. From the Aeolian Islands—an archipelago in the Tyrrhenian Sea north of Sicily—where volcanic silhouettes rise from sapphire waters, to the Balearic Islands—an archipelago off eastern Spain—with pine-fringed coves and white-sand bays. The CLOVIS yacht is dressed as carefully as any runway look. Tailored Guess décor—from monogrammed sun loungers on deck, to marine tableware and custom accessories with personalised touches from sleep sets to SUP boards and yoga mats.

Here, fashion meets seafaring luxury. It is the logical extension of the ‘branded escape’ philosophy: to step aboard is not just to charter a yacht, but to inhabit a mood, a lifestyle, a story—one chartered by Guess from the Amalfi’s cliffs to the Aegean’s horizon.

Lifestyle as the new luxury currency

The Guess for CLOVIS yacht is fascinating and unique in its own right, yet equally it’s part of a larger movement of luxury fashion houses into hospitality, where the brand itself becomes the destination. Dior had its sun-washed Dioriviera enclaves at Cheval Blanc in St. Barths, Jacquemus brought striped whimsy to Monte-Carlo and Ibiza cafés, Louis Vuitton staged monogrammed resorts in the Maldives, a beach club Bodrum, Le Café in Heathrow Airport and its Soho Murakami pop-up store in London. Each is an immersive world, offering not just products but places to live the magic in real time.

For the modern luxury traveller, these ‘branded escapes’ resonate because they deliver three things at once: experience, identity, and storytelling. They’re not simply backdrops; they’re environments where your vacation becomes part of a brand’s narrative—and vice versa. Guess’ Chief Creative Officer, Paul Marciano explains how by ‘collaborating with some of the most renowned beach clubs in Europe, [they’re] not only strengthening the brand image but also offering holidaymakers an immersive experience that seamlessly combines fashion, lifestyle, and luxury travel.’

Final thoughts

From land to sea, Guess ultimately weaves a narrative of desire. What began as all Americana dreams drenched in denim, soon became architecture built on leisure. From curated terraces to branded rituals and a yacht that sails through the Med like models gliding on a runway. These are not just venues — they are fully curated worlds. This is the future of luxury travel; itineraries shaped by aesthetics as much as geography, where stepping into a hotel, a beach club, or a yacht is as much about inhabiting a brand’s mythos and universe as it is about the captivating beauty that surrounds you. In an era of endless choice, the rarest luxury is a world entirely made for you.