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GUESS ISLAND: WHERE CRUISE COLLECTIONS ARE SUPPOSED TO BE WORN

When we talk about cruise collections in the fashion world, a recurring theme in recent weeks, we’re not just talking about garments designed for a specific season. We’re talking, above all, about a lifestyle associated with the most exclusive and sophisticated destinations that the wealthiest clients of major brands visit during their vacations. These collections were created precisely to accompany those trips, offering versatile, elegant pieces adapted to settings where luxury, leisure, and experience intertwine seamlessly.

In this context, GUESS Island becomes an extension of this aspirational universe. Beyond simply presenting a collection, the brand focuses on creating an experience that connects with the spirit of summer, offering its consumers a vision of fashion linked to travel, freedom, and the enjoyment of the most private destination. This strategy reinforces the brand’s international character and its ability to translate the essence of summer to every point of contact with the public.

In 2026, the brand took this concept a step further with a fully immersive experience on Bawe Island, a private sanctuary off the coast of Zanzibar. Between May and August, the brand transformed different spaces on this exclusive island of over 30 hectares and 70 private villas into a true extension of its lifestyle universe, fusing fashion, design, and hospitality in an environment marked by privacy, refinement, and contemporary luxury.

Conceived as a fluid expression of the brand’s universe, the project transformed the island through a sophisticated visual language present in social, leisure, and private spaces. An exclusive print designed specifically for GUESS Island provided a distinctive and cohesive identity to the entire experience, while the incorporation of local craftsmanship reinforced the connection with the environment. Conceived as the first exclusive chapter of the summer, this gathering allowed guests to experience the island as a living and dynamic space, celebrating not only the beauty of the destination, but also values ​​such as friendship, freedom, and shared escape.

GUESS Island represents the natural evolution of a strategy the brand has been developing for years through established collaborations in some of the world’s most iconic summer destinations, from Ibiza and Mykonos to Taormina, Forte dei Marmi, the Turkish Aegean coast, and Dubai. In each of these locations, the brand has created personalized experiences, around the idea of building a unique beach club, using exclusive prints and color palettes tailored to the environment. However, with GUESS Island, the brand takes it a step further, transforming all the knowledge and experience acquired into a comprehensive and fully immersive destination offering, capable of embodying its contemporary vision of luxury, travel, and lifestyle like never before. Imagine how fun would it be to go to a branded summer destination just like AngelinaFrerk, Lola Lolita or Charleen Weiss did with the brand. See you in Bawe Island, I GUESS!

Words by @alraco43