In early February, as the winter season entered its busiest phase, Guess marked its 45th anniversary with a fashion show at the Iglu-Dorf above Saanenmöser — part of a broader alpine campaign that drew international attention to the region while also raising questions about the role and impact of such brand activations.

The scene felt almost surreal. Late afternoon light settled over the Saanerslochgrat, while in front of the Iglu-Dorf, champagne glasses and camera flashes set the tone. Among the invited guests were international influencers such as Chiara Ferragni, Leonie Hanne and Bruna Gomes, alongside representatives of European media.

From afar, the red Guess logo dominated the scene. Behind the snow igloos, a purpose-built catwalk of ice and snow cut through the alpine landscape. Ice benches, layered with furs, ponchos and hand warmers, completed the staging.

Fashion as brand strategy
The show served as the presentation of Guess’ ski capsule collection for Autumn/Winter 2026. Models in layered silhouettes and oversized faux furs moved across a snow-covered runway, emerging through a crystalline ice structure before disappearing again into the mountain backdrop.

According to the brand, this was the first time a collection had been presented in such a setting — a claim that underscores the concept's intent: winter glamour as storytelling. Gstaad, in this context, becomes both a backdrop and an amplifier, its imagery distributed globally via social media and the international press.

Part of a wider “Winter Takeover”
The show formed the centrepiece of what Guess describes as its “Winter Takeover” — a multi-location campaign spanning alpine destinations such as Zermatt, Bormio, Courchevel and Glacier 3000, where the brand had already staged a high-altitude show the previous year.

In Gstaad, the presence has been building over time. Guess has partnered with the Iglu-Dorf concept for several seasons — previously in Zermatt, and now in Saanenmöser. Guests were invited to explore the interior of the igloos ahead of the show, where selected rooms feature elements from the Guess Home collection, alongside a small exhibition marking the brand’s 45-year history, which will be on display until the end of the season.

The collaboration also extends beyond the event itself. Since last winter, several gondolas operated by Bergbahnen Destination Gstaad AG have been wrapped in Guess branding, transporting skiers and pedestrians up to the Saanerslochgrat.

Economic impact on the region
The fashion show was only one part of a broader, week-long programme. Guests stayed at Le Grand Bellevue and took part in a curated winter itinerary that included restaurant visits — among them La Ferme Saint-Amour — as well as wellness treatments, village tours and time on the mountain.

For the region, the impact is tangible. “Events like this bring not only international visibility, but also concrete added value,” says Flurin Riedi. From infrastructure set-up and accommodation to gastronomy and transport, a wide network of local businesses is involved. “With budgets of this scale, the benefits extend across the region,” he notes.

Opportunities – and open questions
At the same time, such activations raise broader questions. How far should Gstaad position itself as a stage for global brands? And how controllable is influencer-driven exposure?

“Brands choose destinations that reinforce their own image – through prestige, lifestyle or visibility,” Riedi explains. “We can influence this only to a certain extent, mainly through how we position ourselves.”

Influencer marketing, in particular, remains difficult to steer. Content is driven by individual interests and audiences, not by destination strategy. “Places like Gstaad naturally attract influencers,” says Riedi, “but the content produced doesn’t always align with how we want to present ourselves.”

Chiara Ferragni: between glamour and scrutiny
Much of the photographers’ attention centred on Chiara Ferragni, now the face of Guess’ Spring/Summer 2026 campaign and a long-time collaborator of the brand.

At the same time, her presence reflects the increasingly complex dynamics of influencer marketing. In recent years, Ferragni was at the centre of the so-called “Pandoro Gate” case in Italy, linked to a Christmas campaign with a food manufacturer. The case raised questions about transparency in charity-linked promotions and led to tighter advertising regulations.

Ferragni was cleared of aggravated fraud allegations in January, with the court ruling that followers were not considered particularly vulnerable; the case was subsequently closed. The Guess campaign marks her first major collaboration since the ruling.

Set against this backdrop, the event in Gstaad illustrates both sides of the equation: global reach and local impact, visibility and control — and a destination that increasingly finds itself part of a wider, carefully staged narrative.

Based on AvS | Sonja Wolf