I’ve been to more than 200 fashion shows in my career – this is the most spectacular show I’ve seen

Next the AW26 ski capsule was unveiled, with Guess’s hallmark diamanté salopettes and leggings. The final look was denim, perhaps a slightly odd choice for a show in the snow, but in keeping with the brand’s most iconic looks (denim is what Guess is most famous for).

The end of the show did not mark the end of the trip. Back at the Le Grand Bellevue the group divided between fireside hot chocolates and the hotel’s spa. The hotel’s Le Grand Spa is over 3,000 square metres and has eight different types of saunas, several ice showers, foot baths and an outdoor bubble pool (named thus as it’s bigger than your standard jacuzzi). My personal favourite was the detoxifying salt inhalation grotto, which looked like it might have belonged to a Roman Empress.

Once everyone was thoroughly warmed up, we were whisked away to another of Gstaad’s iconic venues, the famed restaurant and late-night party place La Ferme Saint Amour. Here, glitzy guests were draped in sparkling jewels and slinky shimmery evening wear by Guest. We feasted on sharing plates of tuna tartare, truffle pasta and moreish churros. More Ruinart was quaffed as live musicians serenaded tables and the DJ got guests up and dancing.

Gstaad has long been associated with high fashion and excellent skiing – and now Guess is a part of that history, too

TOMMASO BIONDO

Day 2 saw us cruise around Gstaad on horse-drawn sleighs, inhale saucepans of cheese fondue at the Le Petit Chalet – an alpine lodge within the grounds of Le Grand Bellevue – and peruse the luxury shops in their chalet homes in Gstaad town (Louis Vuitton, Loro Piana and Prada, to name a few). The grand finale was a three-course meal at Leonards, the hotel’s sumptuous restaurant, and one final late night at Gstaad Palace’s in-house nightclub. This tour of Gstaad’s most famous addresses encapsulated the spirit of the Guess girl – she is in the snow, the shops, the dinners and the parties.

Fortunately for fans of the brand, Guess is popping up at other exclusive Alpine locations at Zermatt, Bourmio, Courchevel and Glacier 3000. Fashion-forward skiers can expect more branded gondolas, ski lifts and outdoor installations gracing the slopes. Guess is suitably asserting its presence alongside luxury ski wear and on-slope branding big players Gucci, Prada and Moncler to prove itself as a symbol of winter glamour. It is inspiring to see, fun to be a part of and an absolutely an “iconic sublime” moment in Guess’s momentous history.