Guess may be in a state of transition, but the Los Angeles denim brand is still taking advantage of big moments on the fashion calendar.
Last weekend, brought a taste of Italy to the Big Apple during New York Fashion Week with the debut of Caffè Guess, an exclusive VIP popup experience blending fall fashion, food and activities.
Located in the heart of Chelsea Arts District, the activation welcomed guests including Ekin Su from “Love Island,” racing driver Lindsay Brewer, “The Bachelor” franchise’s Katie Thurston and Caelynn Bell and more.
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Guests were welcomed with Italian must-haves like coffee, biscotti and gelato, as well as exclusive gifts. Attendees also enjoyed live fashion illustrations, a branded vintage photo booth, and an up-close look at standout pieces from Guess’ Fall 2025 collection including key denim pieces like jacket and skirt coordinates and patchwork jeans.
The Camden handbag—an elevated slouchy faux leather hobo—was highlighted with a branded fruit stand.
The popup was open to the public following the VIP event on Saturday and Sunday.
Guess said the NYFW popup “marked another successful moment in Guess’ ongoing series of immersive brand activations.” The brand recently hosted experiences in Miami, Philadelphia and Los Angeles.
“The brand continues to strengthen its connection to communities worldwide through innovative events that combine fashion, lifestyle, and cultural touchpoints,” Guess stated.
In August, Guess announced Authentic Brands will acquire a 51 percent stake in a newly formed entity that will own and license substantially all of Guess’ intellectual property and assume the majority of Guess’s product licensing agreements. The remaining 49 percent will be owned by Guess cofounders Maurice and Paul Marciano, Nicolai Marciano and Guess chief executive officer Carlos Alberini.
