GUESS launches Allegra bag campaign featuring Maura Higgins

GUESS has launched its new 'Shows Off' campaign featuring the Allegra bag, with Irish television personality Maura Higgins serving as the brand's muse. The campaign utilizes a cinematic aesthetic inspired by 1960s roadsters, characterized by sculptural lighting and shadows.

The Allegra bag collection is built on three pillars: form, feel, and function. The design features an architectural, winged silhouette with precise pleats. Materials include soft faux suede and a minimalist bronze-colored 'G' logo. The collection includes tote, satchel, and shoulder bag styles, utilizing a warm color palette of cognac, espresso, and olive.

According to Nicolai Marciano, Chief New Business Development Officer at GUESS, the campaign aims to create a cohesive world of measured glamour and authentic attitude. The Fall/Winter 2026 collection is available in stores with prices ranging from 125 to 145 euros.