This year GUESS celebrates its 35th anniversary and to open the celebrations season, the brand features an iconic campaign with Hailey Baldwin alongside Stefano Sala, telling us a little about the beginning of everything. With a vintage atmosphere, the black and white images redeem the classic GUESS 1981 models, which exalt their timeline of pride, success and sexy and innovative design, explained by vintagematters.net.
Directed by Paul Marciano, Creative Director of GUESS?, Inc., and clicked by renowned photographer Tatiana Gerusova, the campaign reflects all the style and rich heritage of denim that has characterized the DNA of GUESS since its foundation. The shooting brings Hailey and Stefano embodying the sensual and carefree essence of GUESS, revived in classic parts of its 35-year history.
Gerusova’s lens transports the viewer back to the era in which the Marciano brothers turned heavy workwear pants into must-have wardrobe pieces , gradually introducing jeans and definitely into the contemporary lifestyle.
With the care of preserving its DNA and essence while keeping the time, until today, in the making of some classic items in its portfolio, the GUESS maintains techniques of hand washing and estonagem developed by the Marciano brothers in the decade of 1980. But the innovations in denim and creations found in GUESS currently show that even 35 years after the brand create the jeanswear culture and introduce the category to the global fashion industry, it continues to be a pioneer in this universe.
Brought by the brothers Thomaz, Andre and Thiago Hering, GUESS landed in the country in 2013, with two own stores in the shopping malls Cidade Jardim and Barra Shopping, in São Paulo and Rio de Janeiro, as well as wholesale operations in multi-brand stores. In 2016, GUESS inaugurated, in São Caetano – SP, one of the first stores in Latin America that follows the brand’s new global architectural concept.
Currently, GUESS operates in 14 stores, of which nine are owned and five franchises are distributed in six Brazilian states with a significant expansion plan.
The great difference of GUESS Brasil is that the brand adapts some shapes and models of products to the reality of the national market to meet the taste and diversity of curves of the Brazilian women.
Founded in 1981, GUESS began as a jeans company and has since grown successfully, increasingly strengthening its positioning as a global lifestyle brand. Currently, GUESS creates, markets and distributes complete collections for women, men and children, as well as accessories. Over the years, the GUESS image has been portrayed in unforgettable and innovative campaigns that have made the brand an established name.
The GUESS brand is distributed in the United States and Canada in its own stores, as well as in major department stores and specialty stores, as well as its GUESS.com online store. The brand also has licensees and distributors in South America, Europe, Asia, Africa, Australia and the Middle East.