GUESS officially ushered in Swim Week season with a sultry kickoff celebration on May 30, taking over The Standard Spa, Miami Beach.
The sunset soirée was equal parts fashion moment and summer escape. The event marked the launch of the brand’s two-week activation at the hotel, where GUESS will be hosting a curated retail pop-up and branded pool experience through June 15.
MIAMI BEACH, FLORIDA – MAY 30: A view of the DJ Booth at GUESS 2025 Miami Swim Presentation & Party at The Standard Hotel & Spa on May 30, 2025 in Miami Beach, Florida. (Photo by Jason Koerner/Getty Images for GUESS)
Set against the backdrop of the Bayside Dock, the evening welcomed 175 VIPs, including Larsa Pippen, Jenn Tran, and Hayley Hasselhoff, for an intimate cocktail gathering that radiated Miami glam. Signature drinks flowed, gifting stations kept guests buzzing, and a tightly curated swim presentation gave a first look at the brand’s latest statement-making styles.
As the sun dipped below the skyline, The Standard transformed into a branded oasis, GUESS towels, pillows, and décor lending a luxe, coastal touch to the already iconic pool deck. Inside the retail pop-up, guests browsed the brand’s latest swimwear, ready-to-wear, and accessories. A series of hands-on activations brought key categories—fragrance, eyewear, footwear, and handbags to life, anchoring the experience in both style and sensory discovery. Photo ops were everywhere, from curated installations to the waterfront backdrop.
Back for its second year, GUESS’ presence at Swim Week reflects the brand’s ongoing evolution in the resortwear space and its growing commitment to experience-driven moments that speak to both culture and community. With this multi-dimensional activation, GUESS reaffirms its place not just on the runway, but at the heart of Miami’s fashion and lifestyle conversation.
The GUESS takeover runs through June 15 at The Standard Spa, Miami Beach.
Explore more and shop the collection at guess.com and the Miami Beach Club.
