Guess sets new tone in Asia

Where are all the lusty playmates? For its collection for late 2014, Guess has once more photographed two "Guess Girls". But this times, far from the frightened castaways or dominating bikers, Megan Williams and Karmay Ngai appear as warriors on a mission in traditional Japan.

The subdued, Asian-themed campaign, which focuses on skirts and dresses for the end of the year, will be released in November in magazines and Guess stores. The brand enlisted Chinese photographer Chen Man, who is known for photos often taken in natural and historical settings. The saturated intensity of his shots reinforces their epic feel.

The fashion editor and stylist Satoshi Hirota, meanwhile, made the product selection.

Having reshuffled his management team, Paul Marciano seems now to be focusing on marketing. For several seasons, Guess has experienced a decline in business and profitability.

And while its menswear business appears to be standing up, its range for women is clearly losing ground. Could the new tone of this campaign be part of a wider solution to get back on track?

Guess sets new tone in Asia

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