Fashion brand GUESS has taken its latest brand experience to the streets of Sydney, bringing back its double-decker bus activation as it looks to reconnect with lapsed customers and put denim at the centre of the brand.
The GUESS Denim Bus – Denim Is Our World has been reimagined with a denim-inspired design and is travelling around Sydney, taking the brand beyond its traditional retail and online environments and directly into the city.
The activation first debuted in 2025, with GUESS returning this year with a more product-focused experience centred around its GUESS and GUESS JEANS collections.
Visitors to the bus can explore and try on the latest collections, get a preview of upcoming ranges, pick up gifts and giveaways, and take advantage of photo opportunities designed to encourage social sharing.
The bus will stop at Sydney’s Overseas Passenger Terminal on 3 October before heading to Parramatta Square on 8 October, with the activation running from 11am to 3pm on both days.
Kaman Pamudji, head of marketing at Signal Brands Australia, said the second iteration was designed to build on the engagement generated by the first activation.
“This marks our second GUESS Bus activation, and this time we are putting GUESS denim at the heart of the experience,” Pamudji said.
“Following the strong engagement with our first bus activation in 2025, we saw an opportunity to evolve this concept by creating something even more immersive and disruptive to the streets of Sydney.”
The brand is positioning the bus as a mobile out-of-home experience, supported by a wider 360-degree marketing strategy spanning media, PR and social.
According to Pamudji, the objective is not simply to generate awareness, but to use the physical activation to drive participation and create a different kind of interaction with the brand.
“This year, the GUESS Denim Bus – Denim is our world, designed to take GUESS beyond the traditional retail and online environment and meet consumers where they are,” he said.
“From the physical experience, product storytelling and supported with a 360 marketing strategy from media, PR and social, to create a mobile out of home brand moment that can live well beyond the activation itself.”
The activation is also being used as a way for GUESS to reach consumers who may have drifted away from the brand, while introducing it to a new generation of customers.
“This GUESS Denim Bus is an increasingly important part of how we build relevance and connection with the next generation of GUESS consumers and reconnecting with our lapsed customers who have never seen GUESS like this before,” Pamudji said.
The strategy reflects the brand’s broader push to make its physical presence part of the marketing experience, rather than relying solely on stores or digital channels to showcase its products.
“It gives us an opportunity to turn awareness into participation, create organic conversation and ultimately reinforce GUESS as an iconic denim brand but also a fashion destination in Australia,” Pamudji said.
