Miami Beach, FL – As Miami Swim Week 2025 gears up to be the summer’s hottest fashion event, GUESS is making a bold return with a high-profile takeover of The Standard Spa Miami Beach. From May 30 through June 15, the iconic fashion brand will transform the luxury boutique hotel into a summer style destination, offering exclusive events, a chic retail pop-up, and a branded pool experience that blends fashion, lifestyle, and luxury.
A Fashion Takeover in the Heart of Miami Beach
Last year’s GUESS Beach pool party set a high standard, but the brand is doubling down for 2025 with a two-week celebration that promises to be one of Miami Swim Week’s most talked-about moments. It all begins with an invite-only cocktail event on May 30 at the hotel’s picturesque Bayside Dock. The kickoff party will offer an early glimpse of the immersive GUESS experience, attended by fashion insiders and top GUESS models.
The transformation of The Standard’s pool deck includes custom GUESS towels, pillows, and vibrant decor, creating a branded atmosphere that’s tailor-made for Instagram. Guests can explore the pop-up boutique on-site, which features the latest GUESS swimwear, ready-to-wear pieces, and summer accessories. The activation will also spotlight key categories including GUESS fragrances, eyewear, handbags, and footwear, offering a hands-on, multi-sensory brand experience.
Not Just a Brand—A Miami Swim Week Staple
More than just a fashion statement, GUESS is carving out its space as a major player in the global swimwear scene. The brand’s return to Miami Swim Week underscores its growing influence in the summer fashion category and its commitment to delivering unique, consumer-driven brand experiences.
“GUESS is making it clear they’re here to stay,” said one fashion insider at last year’s event. “This isn’t just marketing—it’s culture-building, and it’s working.”
Whether you’re a Miami local or flying in for the week, the GUESS takeover is not to be missed. From curated collections to a vibe-filled poolside scene, the brand is setting the tone for what summer 2025 looks like.
How to Shop the Look
Can’t make it to Miami? No problem. GUESS has launched a dedicated Miami Beach Club collection online, offering the same poolside chic seen at The Standard.
👉 Browse the latest collections at: https://www.guess.com/us/en/home/
👉 Shop the exclusive Miami Beach Club: https://www.guess.com/us/en/women/featured-shops/miami-beach-club/
About Guess?, Inc.
Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores as well as better department and specialty stores around the world. On April 2, 2024, the Company acquired all the operating assets and a 50% interest in the intellectual property assets of New York-based fashion brand rag & bone, a leader in the American fashion scene, directly operating stores in the U.S. and in the U.K., and also available in high-end boutiques, department stores and through e-commerce globally. As of February 1, 2025, the Company directly operated 1,070 retail stores in Europe, the Americas and Asia. The Company’s partners and distributors operated 527 additional retail stores worldwide. As of February 1, 2025, the Company and its partners and distributors operated in approximately 100 countries worldwide. For more information about the Company, please visit www.guess.com.
