August 18, 2026 |
Guess has turned up the heat for its latest campaign, Allegra Shows Off. Starring Maura Higgins, whose unapologetic individuality and killer style has catapulted her to fashion darling status, the rollout celebrates new iterations of the brand’s new Allegra bag. With the tagline “THIS IS ALLEGRA”, the accessory takes on a fiery character of its own.
Launching today, the campaign centres around the three key tenets of the bag’s design – form, feel and function. Its folded, architectural shape is sophisticated, yet its materiality – a soft, faux suede or leather – encourages touch. Allegra isn’t meant to be a protected collectible, despite its artistic, sculptural sensibility. It’s meant to become an integral part of your wardrobe, one that commands attention and elevates your everyday. “At Guess, accessories have always been statement pieces,” says the brand’s chief new business development officer, Nicolai Marciano. “Allegra is exactly that – distinctive, tactile, endlessly wearable, confident and unmistakably ours.”
Coming in shades of cognac, espresso and olive, this fresh Allegra collection includes Tote, Satchel and Shoulder Bag silhouettes. Sporting design elements like knotted lacing and bronze branded hardware, its minimalist aesthetic will easily slot into wardrobes of all characters.
Higgins is the perfect choice to assume the role of the Allegra woman. Possessing an electric sensuality and unwavering strength, Higgins poses atop a vintage roadster, staring the camera down with a captivating stare. Here, the car represents something more than simply a prop. Similar to how its retro features are synonymous with the nostalgia of days gone by, the motor mirrors what Allegra has become – a symbol that embodies the zeitgeist. The Allegra is the bag for the spirited, sexy and self-possessed women of our time.
Photography courtesy of Guess.
