Maura Higgins knows how to do glamour, and GUESS is giving her another opportunity to prove it.

The Irish presenter and television personality stars in GUESS’ latest campaign, “Allegra Shows Off,” bringing her signature vintage-inspired style to the brand’s newest handbag collection.

With its open-road inspiration and polished take on femininity, the campaign puts Higgins behind the wheel and at the centre of the Allegra collection. Think pointed hats, opera-length gloves, a sharp bob and plenty of old-school glamour, all given a modern GUESS treatment.

At the heart of the campaign is the Allegra bag, designed to balance practicality with a strong fashion presence.

The collection’s signature winged silhouette gives the bags a distinctive shape, while precise pleating adds structure and dimension. Soft faux suede brings a more tactile finish, complemented by polished hardware and GUESS’ retro bronze G logo.

There is also plenty of choice depending on how much you need to carry. The Allegra comes in Tote, Satchel and Shoulder Bag styles, each finished with knotted lace details that add a relaxed touch to the otherwise structured designs.

The campaign’s vintage glamour feels particularly suited to Higgins, whose style often leans into polished silhouettes and statement accessories without losing their modern appeal.

Her growing profile also makes her a natural choice for the campaign. With an upcoming appearance on Dancing with the Stars adding to her television presence, Higgins continues to build the kind of fashion and entertainment profile that makes her a compelling campaign face.

For GUESS, “Allegra Shows Off” is ultimately about making the handbag more than an accessory. It is designed to move with the woman carrying it, from busy days to last-minute plans, while still making an entrance.

And with Maura Higgins in the driver’s seat, the Allegra is certainly getting its moment.

The GUESS Allegra collection is available now through the brand’s website.