GUESS Embarks on a Desert Dream at the White Camel Camp in Morocco

There are places that seem to exist outside of time where the horizon stretches endlessly, the colors shift with the sun, and the stillness itself feels luxurious. In the heart of Morocco’s Agafay Desert, one such destination has captured the imagination of travelers seeking serenity and style. This fall, the White Camel Agafay Desert Resort becomes the stage for an extraordinary lifestyle takeover by GUESS, merging fashion, culture, and design in a way only the iconic brand can envision.

From now throughout the fall 2025 season, GUESS transforms this exclusive desert sanctuary into a living expression of its global lifestyle identity. Guests are invited to experience a world where modern glamour meets timeless craftsmanship, all set against the breathtaking backdrop of Morocco’s sweeping dunes.

A Journey of Style and Heritage

For GUESS, this desert takeover represents far more than a seasonal collaboration. It is a homecoming of sorts and an homage to the roots of Paul Marciano, the brand’s co-founder and Chief Creative Officer, who was born in Morocco. Hosting the activation in Agafay, a landscape that evokes both mystique and authenticity, makes the project deeply personal.

Over the years, GUESS has brought its community to destinations that embody its adventurous spirit. There was the GUESS Lodge safari experience in South Africa, an escapade that celebrated the wild beauty of nature, and the Clovis yacht adventures through the Mediterranean, a tribute to effortless sophistication on the open sea. Each activation has redefined the concept of lifestyle branding, merging travel, fashion, and community into seamless experiences.

Now, with the White Camel Resort as its latest canvas, GUESS captures the soulful energy of Morocco, a blend of bold design, rich tradition, and endless horizon reinterpreted through the brand’s unmistakable aesthetic.

The Essence of the Agafay Desert

Just outside Marrakech lies the Agafay Desert, a landscape that defies expectations. Unlike the rolling dunes of the Sahara, Agafay offers a stony, golden terrain that mirrors the play of light and shadow throughout the day. It is a place that embodies both stillness and drama, a duality that aligns perfectly with the GUESS identity.

The White Camel Camp stands as one of Morocco’s most exclusive glamping destinations. With panoramic views that stretch to the Atlas Mountains, luxurious tents, and exquisite dining under the stars, it offers guests the best of both worlds raw natural beauty and refined indulgence. Every detail is curated for immersion, from the scents of Moroccan oils to the handcrafted textures of local fabrics.

By taking over this location, GUESS transforms the setting into something that feels both cinematic and intimate. It is not merely an event; it is a dialogue between fashion and place, between heritage and innovation.

A Celebration of Design and Detail

At the heart of this activation lies a meeting of Moroccan artistry and the signature GUESS sensibility. The brand’s creative team has envisioned every element to evoke harmony between the desert and modern glamour.

The palette reflects the landscape itself: rich earth tones, sand, sienna, and gold, interwoven with vibrant accents reminiscent of Marrakech markets. Custom furnishings, from loungers by the pool to intricately designed tableware, carry subtle GUESS branding and refined textures. Cushions, throws, and decorative accessories invite guests to linger, creating an atmosphere of relaxed opulence.

Even the signage and lighting have been reimagined to complement the desert’s natural contours. As the sun sets, the camp glows with a warm luminescence soft, golden, and entirely photogenic. Each corner is an invitation to slow down, savor, and connect.

The Immersive GUESS Experience

The takeover extends beyond design; it is about feeling. The resort’s restaurant, pool, and common areas have been transformed into touchpoints of the GUESS world. Imagine sipping a cocktail beside the pool as music floats across the desert breeze, or dining alfresco as lanterns cast delicate shadows on white canvas walls. Every space tells a story of escape, style, and belonging.

Guests are invited to experience the brand not as observers but as participants. The result is a celebration of modern luxury that feels accessible yet aspirational, a hallmark of GUESS’s enduring appeal. This is not a campaign; it is a lifestyle brought to life, where every texture, color, and taste reflects the artistry behind the brand.

A Global Brand with a Personal Connection

The choice of Morocco carries emotional depth. For Paul Marciano, returning to his birthplace through a creative project of this scale underscores the importance of heritage and authenticity. The White Camel setting becomes a bridge between past and present, blending local craftsmanship with the contemporary edge that defines GUESS.

In a world where brand experiences often feel fleeting, this one resonates with sincerity. It reminds guests that true luxury is not just about material beauty but about connection to place, to people, and to story.

The Future of Lifestyle Luxury

GUESS continues to push the boundaries of what a lifestyle brand can be. From fashion to travel, from interiors to experiences, its vision is holistic an ecosystem of design and desire. The White Camel collaboration signals a broader movement within the brand, one that blends immersive travel with curated design in destinations that inspire wonder.

As the desert wind moves softly through the camp, guests find themselves part of something rare: a living expression of beauty, culture, and innovation. In that moment, surrounded by the endless expanse of Agafay, the GUESS dream becomes tangible.

A Timeless Invitation

The GUESS takeover of the White Camel Resort in Morocco is more than a temporary installation. It is an invitation to slow down, to rediscover craftsmanship, and to embrace a lifestyle defined by elegance and intention. With every sunset toast, every design detail, and every quiet desert moment, guests are reminded that true sophistication lies in experiences that engage all the senses.

For those who seek travel that inspires and design that tells a story, this desert retreat stands as a beacon of modern luxury. GUESS has once again proven that style can be a journey and that some journeys are worth remembering long after the final night beneath the stars.