Summer 2025, but make it spectacular.
For its SS25 collection, Guess decamped to the visually arresting Saudi desert of AlUla, a landscape where the horizon does most of the editorial work. The clothes were sleek, sun-ready and quietly referential. In tow was a lineup of tastemakers that spoke volumes about the region’s increasingly influential fashion scene: Deema Al Asadi, Noor Stars, Nadya Hasan, Laila Mourad, Baneen Naem and Maram Zbeada, to name just a few of the sparkly crew. A reminder that context and curation are everything, and sometimes, the strongest styling move is choosing the right terrain.
Rightly so, in this case. Tucked into the heart of AlUla’s surreal desert, seemingly art-directed in muted shades of burnished copper, deep orange sand and a sky so bright it feels performative, lies The Chedi Hegra, our unapologetically elegant base camp for three days of Guesstravagant indulgence.
A dinner and fashion show at Prima Classe fine dining restaurant set the tone, unveiling a collection steeped in the nostalgia of old-school safari glam, where vintage flair meets modern polish. Easy, breezy silhouettes in earthy neutrals, rich pastels, cameo greens, and warm browns took the spotlight. The boho-chic off-the-shoulder top and matching chocolate coloured skirt, was a clear crowd pleaser – judging by how many women showed up in it that night. Then came the python prints, floral maxis and palm motifs, followed by a curated drop of slinky knits and eyelet poplin skirts and dresses, designed to please every woman’s inner summer child.
Accessories, a focal point of the brand’s summer proposition, adorned the arms of guests in a variety of compact silhouettes, very much the rage of the moment. From ladylike top-handle purses to wristlets, raffia pouches and swingy shoulder bags in the season’s freshest saffiano leather, the message was clear: bags are no afterthought, but a seamless extension of the ready-to-wear. Not to mention the brand’s luggage…
