GUESS Marks Historic Milestones with World-First Concept Store and Introduction of First Local Ambassador

MANILA, Philippines — Celebrated global fashion lifestyle retailer, GUESS, marks a defining moment in its international brand story with the grand reopening of its flagship SM Mall of Asia store this month. The celebration unveiled the latest GUESS store concept, a world-first for the brand, that coincided with the introduction of young actress, advocate, and entrepreneur Andrea Brillantes as the brand’s first local ambassador for GUESS Philippines. These two milestones signal the brand’s elevated vision for the market and its continued investment in the region.

The world-debuting concept store represents the brand’s most advanced retail direction to date, delivering an immersive retail experience that fuses modern aesthetics, curated merchandising, and interactive elements designed to engage fashion-forward customers. Distinct zones highlight seasonal collections, spotlight local collaborations, and incorporate integrated digital touch points for a seamless, inspiring shopping journey. This global-first concept reflects GUESS’s strategic focus on experiential retail and its ambition to set new standards for the fashion landscape worldwide.

“This store represents the future of GUESS,” highlighted Maureen Stamati, Executive Director of GUESS Philippines. “Debuting our first global concept here in Manila shows our confidence in the Filipino market. We’re raising the bar for what customers can expect, from the in-store experience and design to our overall brand energy.”

This also marked the official introduction of Andrea Brillantes as the first-ever local ambassador for GUESS in the country. Confident, contemporary, and culturally resonant, Brillantes reflects the next-generation spirit of the brand. 

“GUESS has always inspired me to embrace my confidence and femininity,” the new brand ambassador shares in a statement. “Being named their first local ambassador is an honor, and I’m excited to represent a brand that celebrates boldness and individuality.” As the brand’s newest face, Andrea will lead campaigns, headline events, and play a key role in connecting GUESS with Filipino consumers through fresh, youth-driven storytelling.

Guests at the grand reopening were the first to explore the world-debut concept, preview upcoming collections, and experience the elevated design direction that will shape future GUESS stores worldwide. With the launch of this flagship and the introduction of Andrea Brillantes as its first local ambassador, GUESS sets a new standard for customers in the Philippines, offering a more immersive, design-driven, and culturally connected retail experience that reflects the brand’s global vision for the next era of fashion.

Guests at the grand reopening were the first to explore the world-debut concept, preview upcoming collections, and experience the elevated design direction that will shape future GUESS stores worldwide.

With the launch of this flagship and the introduction of Andrea Brillantes as its first local ambassador, GUESS sets a new standard for customers in the Philippines, offering a more immersive, design-driven, and culturally connected retail experience that reflects the brand’s global vision for the next era of fashion.