GUESS celebrates its 30th anniversary with another exciting ad campaign and collection.
SENSUAL! Memorable! Unforgettable! Those are just some of the words used to describe how people remember GUESS and its campaigns ? the sexy girls, their pouty lips and their long mane of hair.
Most of these girls ? models and actresses ? if they weren?t already famous, they would surely become household names.
There?s Claudia Schiffer, Drew Barrymore, Carrie Otis, Eva Herzigova, Carla Bruni, Anna Nicole Smith, Adriana Lima and the latest edition, actress Amber Heard, just to name a few. Let?s not forget our very own Amber Chia, who enjoyed success as one of the faces for GUESS after winning the GUESS Watches Timeless Beauty International Model title in 2004.
What?s your jeans? It screams GUESS ... the famous styling of the label that is unmistakable. Even photographers who helmed the campaign have garnered fame, including the incomparable Ellen Von Unwerth.
But at the end of the day, although the advertising campaigns help to thrust the label into the public eye, it is the designs and the use of denim that made GUESS a mainstay.
After 30 years, the label is still rocking it. Created by brothers Paul and Maurice Marciano, they combined European influences with traditional American textiles and denim at the forefront.
?As we reflect on the successes of our company over the past three decades, we are reminded of the time when we first moved to the US in pursuit of the great American dream. We will celebrate our past and the journey to where we are now. But we also look forward to the future and the challenges ahead as we continue to push ourselves and the boundaries within the fashion industry,? says Paul, CEO and creative director of the company.
He adds that the label was built upon the idea of a free-spirited adventurous lifestyle. The goal, he says, has always been to create head-turning designs that will keep a woman feeling sexy and distinctive.
The initial GUESS design is the now iconic Marilyn three-zip ankle jeans. The stone-washed, slim-fitting jeans was a fresh take on the dated denim available in the 80s. The jeans sold out at Bloomingdale?s within hours. And the rest, as they say, is history.
And it?s not just about apparel either as GUESS has extended its repertoire to include footwear and accessories. There are 22 licensing partners and over 1,550 stores in 87 countries worldwide.
To celebrate its 30th anniversary, it has released a limited edition women?s capsule collection. In addition, a new edition of the covetable coffee table book A Third Decade of GUESS, a special ad campaign (what is GUESS without an ad campaign, right?) as well as in-store events throughout the world.
The collection captures the brand?s industry-changing creations from the past 30 years, combining original styling and vintage washes with modern influences. The collection takes its cue from the unique stone and acid-washed, hand-treated denim designs that are so much a part of the label?s DNA. And these include the woven labels, buttons and rivets that embrace the same aesthetics as the original pieces.
Of course, you can?t have such a collection without an updated Marilyn jeans. It features the classic white cigarette jeans printed with bold daisies, worn first by Herzigova in the 1982 campaign. There?s also the iconic denim high-waisted shorts as seen on Barrymore in an early 90s campaign.
Retro button front, gingham tops with tie-waists, colourful vintage Ts with the original label logo, a long sleeve leopard print chiffon top and a feminine lace bustier (worn by Schiffer in the original campaign) are also included.
The collection is available at GUESS stores nationwide, priced from RM149 onwards. For details, call 03-21416616.
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