21st century
On January 26, 2001, Guess Inc. restated previous results for fiscal year 2000 after writing down impaired inventory.[7] In 2004, the accessories department was greatly expanded and several stores across the US were redesigned. Guess also created a lower priced collection sold exclusively through its outlet locations, and introduced its first brand extension, the upscale female line of clothing and accessories, named Marciano.[8]
Guess continued its Guess Kids clothing line in the early 21st century. In 2006, it began promoting the line through its factory retail stores. It continued to be guided by the Marciano brothers, as co-chairmen and co-CEOs. Maurice Marciano has overseen the design and its sales growth, while Paul managed the image and advertising.[9]
In 2012, supermodel Claudia Schiffer posed for Guess's 30th anniversary,[10] 23 years after her first posing for the brand. The following year, by being the face of their holiday campaign, Priyanka Chopra became the first Indian to represent the brand on a global scale.
After Camila Cabello was announced as the new face of Guess in 2017,[11][12] Jennifer Lopez became its new face the following year.[13] In February 2019, four years after Victor Herrero replaced Paul Marciano in the role,[14] Carlos Alberini was selected as his successor as CEO.[15]
In August 2025, it was announced that the company had gone private after Authentic Brands, Alberini, and brothers Maurice and Paul Marciano agreed to buy 51% of Guess's IP in a transaction valued at $1.4 billion.[16][17] Previously, it had considered an offer with a lower valuation made in April by WHP Global.[18]
When it was announced that the purchase of Guess had been completed in January 2026, its management continued to operate the business following the transaction.[19] Guess went private and delisted from the New York Stock Exchange. The newly-structured company opened a flagship store in West Hollywood as a 'Homecoming' concept store.[17]
