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The new project centers on "When They Started Seeing Us," a work created specifically for GUESS by Saule Suleimenova using the brand's denim, plastic bags, and polycarbonate. The initiative will be presented for the first time in a museum setting—at the Almaty Museum of Arts—marking a new phase in the brand's cultural collaborations in the region.

In anticipation of the Nauryz holiday, the GUESS brand unveiled a new art collaboration in Kazakhstan – this time with artist Saule Suleimenova. The creative company GLYPH is behind the project, serving as the brand's marketing partner and taking on the concept development, launch, and integration into the urban environment. While GUESS has long existed globally at the intersection of fashion, pop culture, and art, in Kazakhstan, GLYPH is building a local cultural context for the brand – meaningful and integrated into the national agenda. Following the collaboration with Asel Nusipkozhanova in 2025, the new project continues the brand's systematic work with the country's creative industry.

What if a premium brand's main asset isn't perfect quality, but a perfectly crafted emotion? Olga Komissar, founder of the international creative agency GLYPH, is convinced that the future of luxury lies in the "design of emotions." She explained how to sell mood and why investing in a customer's feelings pays off many times over.

Kazakh artist Assel Nusipkozhanova and the GUESS brand presented a unique art collaboration. The project started in March 2025 and became the brand's first step in supporting the arts and creative industry of Kazakhstan.