GUESS, the global fashion lifestyle leader, marks a defining moment in its international retail story with the grand reopening of its flagship SM Mall of Asia store. The celebration unveiled the latest GUESS store concept, a world-first for the brand, and introduced Andrea Brillantes as the brand’s first local ambassador for GUESS Philippines—two landmark milestones that 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. The reimagined GUESS concept store at SM Mall of Asia delivers 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 touchpoints 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,” said Maureen Stamati, the 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.”
The event also marked the official introduction of Andrea Brillantes, one of the Philippines’ most influential young talents, as the first-ever local ambassador for GUESS in the country. Confident, contemporary, and culturally resonant, Andrea reflects the next-generation spirit of the brand.
“GUESS has always inspired me to embrace my confidence and femininity,” Andrea said. “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.
(ALSO READ: Andrea Brillantes Just Won Halloween 2025 With These Iconic Looks)
L-R: Perkin So (SM), Steven Tan (SM), Ferris Siasat (Guess), Andrea Brillantes, Maureen Stamati (Guess), Michael Stamati (Guess)
All photos from GUESS Philippines
Do you have a story for the WhenInManila.com Team? Email us at wheninmanila@gmail.com or send us a direct message on WhenInManila.com Facebook Page. Interact with the team and join the WhenInManila.com Community at WIM Squad! We also share our stories on Viber, join us!
