Guess brings luxury brand experience to Portugal’s coast

American fashion label Guess is bringing its signature flair to Portugal’s southern coast this summer, transforming Purobeach Vilamoura into a branded beachfront escape. As part of its growing European summer series, the Guess Beachfront Experience blends style, leisure and lifestyle branding at one of the Algarve’s most exclusive coastal spots.

As part of the rebranding, the beach club has been fully decked out in Guess’s signature style. Sun loungers, parasols, cushions, sofas and bar accessories now feature blue accents and the brand’s distinctive 4G monogram, creating a sleek, photo-ready atmosphere.

The Guess Beachfront Experience isn’t new to Europe. Vilamoura joins an elite list of summer hotspots where Guess has left its mark, including Ibiza, Sardinia, Positano, Forte dei Marmi, Çeşme and Bodrum.

“This project reflects our commitment to strengthening the Guess brand in key international markets,” said Paul Marciano, creative director at Guess. “By collaborating with some of Europe’s most iconic beach clubs, we’re not just building brand presence—we’re creating a full lifestyle experience that blends fashion, travel and luxury.”

Founded in the early 1980s by the Marciano brothers, the Los Angeles-based company continues to evolve its global footprint. In its 2025 fiscal year, Guess reported sales of $3 billion (over €2.7 billion), marking an 8% year-over-year increase.

In Portugal, Guess currently operates 18 premium retail locations and four outlet stores, continuing its strong performance in Southern Europe.