Global lifestyle brand GUESS has marked a defining moment in its international retail evolution with the grand reopening of its flagship store at SM Mall of Asia, unveiling the brand’s first-ever world-debut concept and introducing Andrea Brillantes as GUESS Philippines’ first-ever local ambassador. These two landmark milestones signal the brand’s renewed commitment to the Filipino market and its vision for a more elevated, experience-led retail.
Since entering the country in 1992, the new SM Mall of Asia flagship store brings GUESS’ most advanced store design to date. The new store fuses modern aesthetics, curated merchandising, and interactive elements that guide visitors through seasonal collections, local collaborations, and the brand’s newest stories. Digital touchpoints and dedicated zones create a fluid, fashion-forward environment designed to inspire customers who enter the store.
“This store represents the future of GUESS,” said 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.”
She later added that every GUESS flagship store around the world has specific concepts unique for their country, and the Philippines’ can be described as “elevated, modern chic,” perfectly fitting for today’s shoppers. “T-shirts and jeans do work for us, but we also see customers who are more elevated casual. This store has that elevated, casual and relaxed vibe, fit for those who want to go beyond denim.”
The celebration also served as the official introduction of Andrea Brillantes, one of the Philippines’ brightest and most influential young talents, as the brand’s first local ambassador. Confident, contemporary, and culturally in sync, 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.”
During the event, Andrea shared how she had grown up seeing GUESS at malls, and how being named as their first-ever local ambassador was unexpected. “I always used to see it in malls, and I used to ask my mom about the brand,” she said. “I didn’t think that I would become GUESS’ brand ambassador, and I think I manifested it.”
Maureen Stamati also described Andrea as the embodiment of who a GUESS model is— sexy, young, adventurous, and timeless.
With its reimagined flagship and its newest ambassador, GUESS sets a new standard for immersive, design-driven, and culturally connected retail tuned to the energy of the modern Filipino shopper.
Shop GUESS Philippines here. Follow GUESS Philippines on Facebook and Instagram and GUESS International on Instagram.
