18 August 2026 |
The TV star is the new face of the campaign.
Irish reality TV star and model Maura Higgins rose to fame in 2019 on Love Island and came back to television screens last summer on the reality show The Traitors. This fall is no less busy, as she’s now gearing up to appear on the newest season of Dancing With The Stars in September. Also on her agenda? Serving as the face of Guess’ newest campaign. Called “Allegra Shows Off,” it’s an updated take on the brand’s classic Allegra bag. Taking inspiration from the chic energy of a vintage convertible, which is seen in the images, the keywords for this new accessory include “form, feel, and function.” Sexy, sharp, but also grounded, it’s Higgins embodied.
Within the campaign, the bag is the star of the show, with harsh lighting and stark shadows. Seen as not just a basic accessory, the Allegra is an object with presence. The form, feel, and function motto is seen throughout the design of the bag. Form is all about the sculpted silhouette and intricate structure, while feel refers to the faux brown suede, bright metallic hardware, and of course, the old-school bronze G at the center. Lastly, function nods to the movement, flexibility, and endless ways to wear it.
Throughout the images, Higgins is also at the center of the lens and completes the storyline of the new Allegra Show Off, giving off a seductive look towards the camera, but remains polished and chic. To complement, the car features a classic license plate that spells out Allegra. With Higgins in the spotlight along with the bag, it’s impossible to take your eyes off of her. “Accessories have always been statement pieces…femininity that’s expressive, effortless, and completely self-possessed,” says Nicolai Marciano, Chief New Business Development Officer. The new Allegra collection comes in various shades of brown, including Cognac, Espresso, and Olive, and is available now at certain Guess stores and online.
