Inside Guess’s Glamorous Miami Swim Week Activation and Resort Collection

Miami Swim Week is known for bringing the heat, and this year, GUESS took things to the next level. To celebrate the launch of its latest swim and resortwear collection, the brand hosted a seriously stylish cocktail party at The Standard Spa in Miami Beach for the second year in a row, and yes, it was every bit as glamorous as you'd imagine. We're talking 175 VIP guests dressed to the nines, gorgeous golden-hour views, and a vibe that felt like summer's hottest kickoff party. The event marked GUESS's two-week takeover of the classic Miami hotel, featuring a curated retail pop-up and a pool deck dripping in iconic branding.

From signature cocktails to a stunning swim presentation featuring GUESS's team of star models, the night was a celebration of summer style. Guests got an exclusive first look at the brand's latest drop—think dreamy swimsuits, resortwear, and accessories you'll want in every color. All this while lounging poolside on a deck fully decorated in GUESS-branded touches, from towels to pillows to perfectly placed décor (photo ops everywhere).

But the fashion was just the beginning. Guests made their way through interactive stations where they could test out their new go-to summer fragrances, try on cool sunnies, and even personalize their favorite pieces. The whole activation was luxe, playful, and so on-brand for GUESS, which proved it knows how to do Swim Week right. Couldn't make it to Miami? Don't worry—we've got you. Shop the resort-ready pieces we're eyeing now.

Swimwear