Guess reboots its roots with 35th anniversary capsule collection
today Jan 30, 2017
The American brand, founded by the Marciano brothers, is celebrating its 35th anniversary with a limited-edition capsule collection paying tribute to its denim roots. The "Guess Originals - 1981 Anniversary Capsule" is due out from February 2017.
Thirty-five years ago, the Marciano brothers transformed unfashionable denim workwear into a timeless wardrobe essential. Thanks to innovations, creativity and expertise, the Guess brand soon enjoyed international renown, earning its place as a major name of the fashion business.
Innovative techniques and star muses
Pre-washing techniques for faded-look denim, developed by the Marciano brothers in the 1980s, played a large part in the success of the American brand. The 35th-anniversary capsule still makes use of this technique, which became one of the Guess brand's founding signatures.
Runway stars also helped the brand make its name. Key pieces got serious popularity boosts when worn by supermodels, whether in official campaigns or street looks. Nineties fashion icons Claudia Schiffer, Karen Mulder and Naomi Campbell were all fans of Guess.
Back to the 1990s
The brand has chosen to celebrate its roots with this anniversary collection. Denim obviously takes pride of place in the capsule, but it is also accompanied by other styles. Updated for 2017, nineties style (baggy cuts, fabrics, logos, patches) is central to the collection, revisited for a fresh, modern feel.
The collection includes jeans, skirts, jackets, gilets and chambray shirts, in different forms and with different cuts. Baggy jackets and pants are adorned with patches and logos, while many pieces use the same fabrics as the eighties and nineties originals. High-waist baggy jeans, loose t-shirts, jumpsuits, crop tops, bra tops and sweatshirts complete the laid-back capsule collection.
Another famous face
Guess has signed up American it girl and model, Hailey Baldwin, to front the new collection. She stars alongside Stefano Sala in a series of ads shot by photographer, Tatiana Gerusova. Directed by Guess creative director, Paul Marciano, the campaign was shot at a denim washing plant in California, in another nod to the brand's heritage.
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