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Touching down in AlUla always feels a little like entering another world. The sandstone cliffs stretch wide and weathered, the light sharp and cinematic, the silence almost complete. It’s the kind of setting that doesn’t need dressing up – but when Guess chose it as the backdrop for its Spring/Summer 2025 experience, it leaned into the contrast: fashion meets desert minimalism, with a sharply curated guest list to match.
From the moment guests arrived, the brand’s footprint was everywhere – but softly so. A fleet of SUVs rolled up to The Chedi AlUla, a recently opened retreat nestled into the landscape’s neutral tones. Inside, everything spoke in the Guess visual language: robes, room details, gifting, even the water bottles. The aesthetic was carried through quietly but consistently.
The itinerary kicked off with dinner at Prima Classe, reimagined for the evening as a casual runway where many of the guests were already styled in the new collection. Guess’ SS25 womenswear felt fresh and wearable – wide-leg denim, softly tailored layers, and washed-out utility tones. There was a balance of ease and polish, the kind of pieces that work in the desert but don’t feel out of place in a city setting either.
The MARCIANO by Guess collection shifted the mood. Sharper, sexier, more sculpted – there were python prints, belted dresses, peekaboo lace and sheer fabrics layered with intention. It was confident and styled with purpose, the kind of look that moves well on a dinner terrace or a dance floor.
Day two started early (think 4am wake-up call). Guests stepped out in relaxed Guess casualwear and boarded hot air balloons to catch sunrise over Ashar Valley. The itinerary continued with a 4×4 drive through Sharaan, winding through rock canyons and ancient inscriptions. At every point, the fashion felt embedded in the setting – not staged, just present. Lunch was served at a private desert camp, shaded by canvas canopies and low tables laid out with local flavours and mint mocktails.
That evening, everyone regrouped at Maraya Social, where the mirrored architecture reflected the last light of day. Dinner was held under the stars, soundtracked by live music and surrounded by details – from menus to glassware – that nodded back to the brand’s world without overdoing it.
The final morning slowed things down. Guests visited Hegra – Saudi’s first UNESCO World Heritage Site – before wrapping the trip with a walk through AlUla’s Old Town. Still dressed in Guess, still camera-ready.
The guest list brought real presence. From Noor Stars and Deema Al Asadi to Baneen Naem and Fatimah Sultan, the energy came through loud and clear – but always with a personal spin. Others, including Yasmine Zahran, Zeynab El Helw, Diana Samman, Mona Hasbini, Nadya Hassan, Laila Mourad, Maram Zbeada and Soha MT completed the fashionable group.
Rather than a one-off show, Guess created a series of scenes – each styled, considered, and made for now. Spring/Summer 2025 didn’t rely on spectacle but rather let the clothes speak, and the people bring it all to life.
