This fall, the GUESS advertising campaign evokes the freedom of a road trip into the desert of endless heat and sand. Shot against the burning backdrop of Joshua Tree, California, the earth-tone images lead the viewer into a scene of the Wild West ...
Guided by Paul Marciano, Creative Director for Guess?, Inc., and shot by Raphael Mazzucco, the collection featured in the fall campaign exudes an effortlessly-cool vibe. Embroidery, fringe and distressed details add interest to iconic denim designs. The colours of the desert perfectly compliment the neutral palette of the collection. The use of bright natural lighting and intense shadows, as well as an old-fashioned motorcycle, vintage guitar, and lasso, enhance the rustic scene.
Inspired by vintage Americana influences, the campaign features denim looks, including worn-in denim overalls and jeans in deep red, blue and black. Denim jackets are offered in classic silhouettes as well as embellished, tribal-printed and moto styles. Bold red leather jackets and coated denim are sexy, yet edgy. Plaid button down tops, lace-up denim and fringy jackets and booties add to the Western motif of the collection.
For men, denim-on-denim is the ensemble of choice. In the scorching sun, the GUESS man wears his denim shirt slightly unbuttoned with rolled up sleeves, and pairs this look with a cowboy hat for a laid-back, country vibe. The dominance of denim images evoke the free-spirited era of classic GUESS campaigns.
The GUESS Fall/Winter 2014 advertising campaign recently launched in all GUESS stores.