Sydney was buzzing as GUESS flipped the retail script with its first-ever experiential double-decker bus, turning city streets into a rolling runway. This wasn’t just any bus – it was a high-impact, immersive fashion event that stopped by Parramatta, Bondi, and the Overseas Passenger Terminal from late April into early May.
Leading the campaign was the unstoppable Georgina Rodriguez – Argentinian model, reality star, and GUESS muse – who embodied winter luxury with timeless femininity and edge in a series of stunning ensembles shot by Nima Benati. The campaign captured the brand’s signature sleek leather, sumptuous embroidery, and effortless glamour.
Visitors who stepped aboard experienced the bottom deck styled with on-trend bags, statement shoes, sparkling jewellery, and GUESS’s iconic fragrances. Upstairs, the bus transformed into a playground of ready-to-wear pieces perfect for trying on, snapping selfies, and soaking in seriously chic vibes.
The event redefined retail – it was tactile, intimate, and interactive. Guests could touch, try, and preview select pieces before they even hit stores and online. Exclusive giveaways and special offers kept the energy high throughout.
From the polished interiors to the bold visuals plastered outside, the GUESS bus was a moving work of art, designed to turn heads and set pulses racing. It was a game-changer, bringing fashion directly to Sydney’s streets and making a bold statement about style on the move.
The bus made stops at:
- Parramatta Centenary Square on 29th April
- Bondi Beach on 1st May
- Overseas Passenger Terminal on 3rd May
Between 11 am and 4 pm each day, Sydney’s streets became the ultimate destination for winter wardrobe inspiration – minus the usual shopping hassle.
GUESS’s bus activation wasn’t just a campaign; it was a cultural moment, blending fashion, fun, and innovation all in one unforgettable package. Sydney didn’t just watch fashion happen – it lived it.
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