Guess Positions Itself as a “Denim Destination” in New Campaign
Jeans, animal prints and faux fur front the Fall ’19 campaign for Guess.
The campaign aims to re-establish Guess as a “denim destination” this fall, by highlighting statement items like pearl-embellished jeans, zip-front denim jumpsuits, distressed men’s jeans and jackets lined faux fur or shearling.
Denim is a priority for newly minted Guess Inc. CEO Carlos Alberini. In March, during his first discussion with analysts after coming on board, Alberini said he hoped to rebuild Guess’ denim market share through “great product assortment, strong store presentation and effective marketing.”
Guess’ Fall ’19 denim assortment for women is expansive. The collection includes a denim trench coat, high-waisted skinny jeans, micro-mini skirts and shorts, and classic button-down tops. Faux fur makes a statement this season in a variety of jackets ranging from long to cropped cuts in soft pink hues. Animal printed cheetah cardigans and hooded jackets are seen alongside yellow snake skin moto jackets and maxi skirts.
For men, denim is offered in the form of jackets, jeans and button-down shirts in light to dark washes. Outerwear dominates the delivery with dress coats, faux leather moto jackets and quilted bombers. The jackets are paired with graphic logo tees, dress shirts and turtlenecks.
Art-directed by Guess Inc. chief creative officer Paul Marciano and photographed by Tatiana Gerusova, the images released this week feature models Stefano Sala, Iuliia Vasileva and Emily Deyt-Aysage on the island of Capri in Italy.
The campaign complements Guess’ accessories campaign shot in Los Angeles, which showcases models wearing key fall denim pieces with a mix of patchwork handbags, snake print boots and cat-eye frames.