Step into the world of GUESS to experience four decades of fashion and eternal allure at the ‘The Creation of a Diva’; exhibition in Milan, held from 17 January 2025 until 3 March 2025.

GUESS : the brand, the vision, the revolution

GUESS – rebellious, desirable, and iconic – celebrates its 40th anniversary this year with a spectacular exhibition in Milan, offering its audience an unforgettable journey through the brand’s rich history. One thought about the brand is enough and a picture with some of the greatest periods in fashion are emerging along with the plot-twisting and fabulous outfits in denim and a West Coast American lifestyle. 

No need to say more—it’s the perfect way to spend your free time in the city: engaged, entertained, and emerged.

Black & white never looked so effortlessly chic

The door closes behind, and here we are, immersed in the four decades of fashion, photography and video, where old Hollywood plays with the charisma of modern women. Being the remotest does not mean boring – the first part of the exhibition presents black-and-white photos made by the most appreciated photographers that have ever worked with GUESS. Such artists as Bryan Addams and Raphael Mazzucco have made fantastic shots for numerous campaigns and revealed the unique side of the brand connecting with the models on a deeper and authentic level. 

Always make a move : the transition phase

‘The Creation of a Diva‘ is the representation of the so-called transition from black-and-white to colour, and how every step of the way was crucial in forming GUESS as it appears to us now. Right from the monochrome entrance, visitors step into a room filled with the rhythmic clicks of camera shutters. There is a space where the story of the Marciano brothers unfolds. Here, the past comes alive as memories of the brand’s early days are relived. Vintage photographs, clipped above a water-filled box, mimic the traditional photo development process. Nevertheless, the photos stay black-and-white, the red walls signify and shift towards the bright future and the beginning of the formation of identity. 

“Where’s the product?” They asked.

“I must have heard that sentence two thousand times! My brothers could not understand why none of the brand’s clothes appeared. For me, it was clear: I wanted to create an image that people would remember.”

Paul Marciano

What does it mean to be a diva?

By GUESS’s definition, being a diva extends far beyond picture-perfect appearances. It’s more about embodying a true force of nature, defined by allure and unshakeable confidence. The word itself, “diva”, being the Latin term for “goddess” has evolved over time, yet it still reinforces the fact that women are the symbol of charisma. This further resonates perfectly with the brand’s core message – women’s style leaves a permanent mark on culture.

The timeless beauty of the GUESS woman

Moreover, each portrait showcased is a testament to the GUESS woman : sensual, but effortlessly captivating. This effect was flawlessly achieved through the lens of renowned photographers, as they captured the exhibit’s essence – a style untouched by time. Simultaneously, the photos themselves depicted the lasting influence of the diva ideal. A phenomenon subtly reflected in every single sultry gaze and magnetic stance gracing the walls of the exhibition.

Flipping through fashion history

Last but not least, the room with the four books each talking about one decade is a perfect way to wrap up the whole exhibition. Mainly covering the most important campaigns, models, comments and quotes, it finalizes the impression. Moreover, it highlights core values and slogans of the brand. Thus, due to the amount of people involved and the ability to inspire, connect and collaborate, GUESS built a huge family and trust.

^{Featured image by Maryia Valashchuk (Ph)}