Mannequin, Actress Iris Legislation Stars in Nostalgic Marketing campaign for Guess Denims


LONDON — Nicolai Marciano’s new label Guess Denims has named mannequin Iris Legislation its first ambassador.

The Brazilian photographer Rafael Pavarotti photographed the marketing campaign, which depicts Legislation mendacity on a brown leather-based couch carrying a two-piece denim outfit. In one other picture, she’s sitting on a chair.

“Iris represents the reimagination of the enduring Guess lady imagery by means of the lens of Guess Denims,” mentioned Marciano, inventive director of the brand new label, his first industrial mission as chief new enterprise improvement officer of Guess Inc.

Legislation is the daughter of Jude Legislation and Sadie Frost and has fronted campaigns for manufacturers together with Versace, Burberry and Jimmy Choo.

“Drawing inspiration from the previous 40 years of industry-defining Guess women, Iris’ modern perspective on fashion and femininity embodies the traditional attract that has outlined the Guess model,” he added.

As reported earlier this 12 months, the brand new Guess Denims label incorporates model parts from the Eighties with trendy types. It’ll hit the e-commerce world and retail shops in June, launching in about 800 doorways in Europe, together with Galeries Lafayette. There are additionally talks with main U.S. retailers and impartial shops.

The label is touting a sustainable initiative, Guess Airwash, a know-how that makes use of air and bubbles as a substitute of water for its stonewashed denim.

Jeanologia, whose mission is to create an moral, sustainable and eco-efficient textile {industry}, got here up with the know-how, and Guess has exclusivity on the method for a short while.

Iris Law for Guess Jeans

Iris Legislation for Guess Denims.

Guess Denims plans to disclose extra campaigns with new faces within the coming months, and can draw on the spirit of previous campaigns for Guess Inc., in the course of the ‘80s, ‘90s and 2000s. These campaigns have been shot by Herb Ritts, Wayne Maser and Ellen Von Unwerth, and featured noteworthy fashions together with Claudia Schiffer, Anna Nicole Smith, Carré Otis and Carla Bruni.

Wayne Maser - 1983 - Michelle Eabry (1)

Michelle Eabry for Guess in 1983, photographed by Wayne Maser.

Beginning subsequent month, Guess Denims can even start opening its personal brand-dedicated shops world wide. The primary Guess Denims retailer will debut in Amsterdam towards the tip of Could, adopted by a Berlin location in July. “Europe is certainly the spine of Guess’s enterprise,” Marciano mentioned. “Europe has a very sturdy full-price enterprise.”

Different shops will comply with in London, Milan, Barcelona and Tokyo.

A U.S. flagship for Guess Denims will open in November in a 3,000-square-foot outpost at 8700 Melrose Avenue in West Hollywood, Calif. It’s close to the Pacific Design Middle and on a well-trafficked procuring road. There will probably be a VIP lounge for conferences and tasks in addition to a café to encourage consumers to hang around.

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