GUESS USA Goes For A “Western American” Upgrade

A little bit of the ‘90s mixed with Americana attitude. 

If there is one thing we know about GUESS, besides its red inverted triangle logo, is that they know a thing or two about denim. Since its birth in 1981, GUESS has been the epitome of the “American Way” as they pushed the boundaries of femininity, sexuality and youth culture in their beachy marketing campaigns. Most memorable from GUESS’ editorials, outside of their black and white color scheme, include ‘80s and ‘90s fashion icons, such as Anna Nicole Smith and Cindy Crawford, who not only set the standard for fashion at the time, but also the “GUESS look.” 

Image courtesy of GUESS USA

Inspired by these early campaigns, GUESS USA director, Nicolai Marciano, is looking to re-envision GUESS USA, the California-based brand division of GUESS, for their Fall 2022 collection. The apparel will tap into the large GUESS USA archive, using pieces that were designed in the ’80s and ’90s, yet, were never pushed into production until now, while illuminating the Western American aesthetic.

“Inspired by the American Iconography of early GUESS campaigns, the collection is filled with pieces you would find at artisanal roadside boutiques in America,” said Marciano. “Distressed leathers, faded denim, sun bleached furs, and hardware cracking with paint.” 

For the rebranding, Marciano took on famed photographer Eli Russell Linnetz, to bring back the Americana energy and attitude seen in GUESS’ earliest marketing campaigns–a theme also found in Linnetz work–into FW22’s photography and visual language. It was essential for GUESS to work with other Los Angeles creatives who share their vision, making Linnetz, who has previously photographed Selena Gomez, Normani and Shawn Mendes, the perfect person for the job. All photography for the new collection will be personally executed by Linnetz, who will help Marciano define the new generation of GUESS USA into a much bolder and sexier set of boundaries. 

The Fall 2022 collection will be exclusively offered through GUESS USA’s global distribution partner Slam Jam

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