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“Iris is a reimagining of the iconic Guess girl through the lens of Guess Jeans. Iris’s innovative take on style and femininity embodies the classic sexiness that is in the Guess DNA,” says Nikolai Marciano, creative director of Guess Jeans, about the collaboration.
The label is aimed at a “progressive young audience and conveys current values and a modern mentality.” This is the top manager’s first commercial project as Director of New Business Development at Guess Inc.
Guess Jeans revives the denim traditions developed by the Marciano brothers in 1981 in an eco-friendly format. The brand’s DNA is rooted in iconic moments in the company’s history: the black-and-white campaigns of the 1980s and friendship with the hip-hop community in the 1990s . Lowe’s style becomes the link between the legacy of Guess Inc. and the future that Guess Jeans offers the company.
The product is based on Guess Airwash fabric treatment technology, developed in collaboration with Jeanologia. It is a modern, eco-friendly alternative to stone washing, which Guess invented in 1981. By replacing water with air and bubbles and eliminating pumice from the process, Guess Airwash significantly reduces water and energy consumption during production.
In the new season, the brand presents a capsule collection, which includes eight shades of trousers, shirts and denim jackets. Women’s jeans are presented in three styles (skinny, mom, midrise straight), and men’s jeans in four (skinny, slim, straight, relaxed). The capsule collection is based on Guess’s archive models from the 80s and 90s in a modern adaptation. The brand’s assortment also includes classic basic wardrobe items: T-shirts, sweatshirts, bombers, down jackets and much more.