All The Rage

The Image staff muses on the culture of
keeping up appearances

« Previous Post | All The Rage Home | Next Post »

Guess celebrates 30 years with capsule collection, book

April 26, 2012 | 12:47 pm


Guess is celebrating its 30-year anniversary --  "30 sexy years," they call it -- with the launch of a capsule collection and "A Third Decade of Guess" photography book.

When you think of Guess ads, images of playful, sexy sirens with big hair in skintight denim easily come to mind, so it comes as no surprise that Guess looked to iconic images of its models over the last 30 years as inspiration for the anniversary collection. 

PHOTOS: The Guess 30-year anniversary capsule collection

"It seems that everyone has a favorite Guess image or a model from the campaigns that they remember very distinctly," said Paul Marciano, chief executive and creative director of Guess. "We decided it would be interesting to celebrate those memorable images by bringing back some of these iconic pieces that were in the previous campaigns."

Some of those pieces include a reworked bustier ($98) that was first worn by Claudia Schiffer in a 1990 campaign, a daisy printed jean ($138) and gingham tie-front shirt ($59) from a 1992 campaign with Eva Herzigova, and Marciano's favorite item in the collection, the three-zip Marilyn jean, the first jean Guess ever sold, modernized with a lower rise. The collection became available this week at

One of the most well-known Guess models, blond bombshell Claudia Schiffer, was chosen to model the anniversary collection. Schiffer appeared in her first Guess campaign in 1989.

Accompanying the collection is  "A Third Decade of Guess," featuring Guess photographs from the last decade.

"I really enjoy looking back on the work of the amazing models and photographers, whose work has been such a key part of the Guess images and have it all in one place as a beautiful book," Marciano said.

What started as a business centered around a single jean style (the Marilyn) over the years has turned into one of the most prominent lifestyle brands in the world with products sold in 87 countries. "My brothers and I came to Los Angeles on a vacation and we fell in love with the city, and opened a store here," Marciano said. "For me, this anniversary is proof that with enough belief in your dreams, they can become a reality."

And what about the future? Marciano plans to open new stores in North America, Europe and Asia as well as focus on emerging markets in Germany, Russian, Eastern Europe, China and India.


Shopping: Kevan Hall to speak in O.C, sample sales, openings

Charity Surf & Skate Auction kicks off Venice Art Walk on Friday

Frugal Fashion: Marguerite Moreau at the Tribeca Film Festival

-- Jenn Harris

Photo: Items from the Guess 30th anniversary capsule collection. Credit: Guess