THE NEW GUESS AD CAMPAIGN: BACK TO THE PAST

The new Guess campaign conceived by Nicolai Marciano, son of Guess’s co-founder Paul Marciano, opted for a revival of heritage classics with a throwback to the iconography of the early Guess campaigns, (think sexy), inspired by the aesthetics of the American West. To replicate the label’s early Nineties steamy attitude, photographer Eli Russell Linnetz mined Guess’s extensive photo archives to tell her story. The looks are centered on closet staples that tap into the younger crowd’s passion for elevated casualness via distressed leather, faded jeans and sun-bleached fur.