Guess?

GUESS: 1992

The voluptuous Smith, who stood 5 11 and weighed 155 lbs., made a splash in the fashion world when she scored the coveted Guess contract, a job previously held by Claudia Schiffer. She brings back visions of Hollywood glamour, Guess photographer Daniela Federici said at the time. We have not seen that kind of charisma since Marilyn Monroe.

Guess?

When brothers Georges, Armand, Paul, and Maurice Marciano moved from the South of France to America in the late 1970’s, they brought with them a sophisticated European flair when they started designing their own denim. The Marcianos opened their business in 1981 but success didn’t come easily as department stores were hesitant to stock on their products. However all that seemed to change when Bloomingdale’s, an upscale department store, agreed to sell two dozen pairs of jeans. Soon their fashions began to gain huge popularity.

Guess’ first pair of jeans was the “Marilyn“, a three pocket jean made for women who possess the similar appeal of the fashion icon for whom the product was named after. In an interview with Vanity Fair Italy, Paul Marciano, one of the presidents and creative director of Guess, was asked why he prefers curvaceous women when it comes to his products and campaigns, he said “In my opinion a woman must be feminine, sensual, adventurous and have an open mind. Capable of taking the plunge without fear of taking risks. A woman who chooses what to be and what to do, who doesn’t let her boyfriend or father make decisions for her regarding her own life. And who accepts responsibility for her own problems.”

Indeed, Guess with its momentous success in the 1980’s has introduced a new kind of denim. One that is sexy without comprising quality and design. Still, this certain class comes with pricy tag.

If there’s one thing parallel to the success of Guess’ innovative designs, it’s the sensual campaigns that come with it. The company’s ads have had the privilege to be honored with a Clio Awards, a prestigious award for creative excellence in advertising and design. Guess have also launched the careers of some of the most notable supermodels and celebrities of today. Some of them include Claudia Schiffer, Eva Herzigova, Laetitia Casta, Anna Nicole Smith, Valeri Mazza, Alessandra Ambrosio, Carla Bruni and Sophia Loren. Paul Marciano even said, “I like to discover new talent. Even though they were very young, particularly Laetitia, they already showed signs of the features I appreciate, they all shared considerable courage, together with a strong sexual component.”

Over the years, Guess began to gain a following among the hip-hop community. The brand began to develop flasher women’s clothing and accessories that became increasingly popular among the urban wear industry. Also under the company’s men’s line, they started producing baggy jeans to cater to the street wear trend.

In 2004, the fashion empire asked hotel heiress Paris Hilton to do a series of ads for them. When asked why they chose Paris, the company felt that she was a unique woman, opposite of the panache and refinement of past models. Paul even said, “…when I chose her I was fully convinced. She represented all the qualities of a Guess girl: mysterious, attractive, charismatic, full of energy, every girl wanted to be like her.”

Guess celebrated its 25th year anniversary in 2006. Within this period, they launched several different brands including the original Guess?, Guess by Marciano, G by Guess, Baby Guess, Marciano for men, GC watch collection, Guess? Perfume and Guess Home.

What started out to be a pair of fresh jeans transformed itself into a major American brand with over 1,113 retail outlets worldwide. It continues to dress women according to Paul’s idea of perfection: “a strong personality but at the same time sensual and feminine”.

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