Maura Higgins Fronts GUESS Allegra Bag Campaign in “ALLEGRA SHOWS OFF”

Maura Higgins is bringing her unmistakable confidence to GUESS’ latest handbag campaign. The British-Irish television personality stars in “ALLEGRA SHOWS OFF,” a new campaign centered around the brand’s Allegra bag collection and its unapologetically glamorous attitude.

The campaign takes a cinematic approach, placing Higgins inside a stripped-back studio where sharp lighting, sculptural shapes and glossy finishes create a distinctly fashion-forward backdrop. Rather than treating the handbag as a finishing touch, GUESS puts the Allegra firmly at the center of the story.

Inspired by the curves and polished appeal of a vintage roadster, the Allegra collection combines a structured winged silhouette with precise pleating. Soft faux suede brings a tactile contrast, while polished hardware and the retro bronze G logo give the designs their signature GUESS finish. The collection spans Tote, Satchel and Shoulder Bag styles, with knotted lace details adding another playful element.

Higgins makes an especially natural face for the campaign. She first became widely known after appearing on Love Island in 2019 and has since expanded her career as a presenter, model and media personality. Her profile has grown significantly in the U.S. following her runner-up finish on The Traitors, where she became one of the season's standout personalities.

Now she's entering another major chapter. Higgins has been confirmed as one of the celebrity contestants on Season 35 of Dancing with the Stars, making her one of the first names announced for the upcoming season.

The GUESS campaign fits neatly into that momentum. With its retro-inspired styling, statement accessories and Higgins' confident presence, “ALLEGRA SHOWS OFF” feels designed for a woman who doesn't mind making the bag—and herself—the main event.

For another recent Maura fashion moment, see Maura with the Traitors cast at the Televerse Festival.