- Maura Higgins stars as the face of GUESS’ new “ALLEGRA SHOWS OFF” handbag campaign.
- The updated Allegra collection features winged silhouettes, pleating, and vintage bronze hardware across Tote, Satchel, and Shoulder Bag styles.
- The campaign aligns with Higgins’ expanding global profile following her run on The Traitors and ahead of Dancing with the Stars.
Irish television personality and model Maura Higgins is taking the spotlight in the latest accessory campaign for global fashion house GUESS. Titled “ALLEGRA SHOWS OFF,” the campaign highlights the brand’s updated Allegra handbag collection with bold, vintage-inspired imagery.
Set inside a minimalist studio with sharp lighting and high-gloss styling, the visual concept takes inspiration from classic convertibles. Higgins showcases the new Allegra lineup, which emphasizes a balance of form, feel, and function.
The designs feature structured winged edges, soft pleating, knotted lace accents, and the brand’s signature retro bronze “G” logo.
Available in earthy shades such as Cognac, Espresso, and Olive, the collection offers versatile Tote, Satchel, and Shoulder Bag styles crafted from soft faux suede and smooth textures.
According to Nicolai Marciano, Chief New Business Development Officer at GUESS, accessories serve as core statement pieces designed to reflect an expressive, effortless, and confident take on modern femininity.
The campaign comes during a busy period of mainstream television projects for Higgins. Since rising to fame as a finalist on Love Island in 2019, she has grown into an international presenter and media personality. Following her standout runner-up finish on The Traitors, she joined the celebrity cast for Season 35 of Dancing with the Stars.
Her new fashion campaign follows other high-profile commercial moves, including when she fronted Wingstop’s new Club Wingstop rewards program campaign.
GUESS has continued to invest in high-impact talent collaborations to refresh its core lines. This accessory launch follows similar global rollouts, such as when Hyunjin fronted a new campaign for GUESS to spotlight the brand’s contemporary fashion identity.
Takeaways
This campaign reinforces the enduring partnership between Maura Higgins and GUESS, highlighting how brands leverage trusted ambassadors to drive key product launches.
Higgins has developed a versatile commercial portfolio across fashion, beauty, and lifestyle, securing major deals with fast-casual giant Wingstop, lingerie retailer Ann Summers, and tanning brand Bellamianta alongside her ongoing GUESS work.
Meanwhile, GUESS continues its proven strategy of tapping culturally resonant stars to connect across diverse audiences. The brand’s endorsement roster spans international figures like K-pop star Hyunjin, supermodel Gigi Hadid, singer Matteo Bocelli, rapper Nadia Nakai, and Olympic athlete Tom Daley.
By pairing Higgins’ television visibility with a focused accessory line, GUESS effectively bridges mainstream pop culture with accessible everyday luxury.
How does Maura Higgins’ transition from reality television to high-profile U.S. network shows like Dancing with the Stars influence her value for global fashion brands? Will GUESS expand Higgins’ role into co-branded capsule collections as her profile grows across American and European markets?
