Guess USA revamps brand image with photographer Eli Russell Linnetz

By

Chenu Alexis

Translated by
Nicola Mira

Published
Feb 8, 2022

Nicolai Marciano, son of Guess’s co-founder and head of the US label’s product development, has announced a new incarnation of the Guess USA sub-brand (in 2016 and 2017, Marciano launched Guess Originals and Guess USA, both managed by Guess’s Los Angeles office), which specialises in collaborations and premium apparel.

For the Fall-Winter 2022 collection, Marciano drew his inspiration from the aesthetics of the American West and the iconography of the early Guess campaigns, with “items that are normally found in road-side craft shops in America, featuring worn leather, washed jeans and sun-bleached fur,” said the designer.
 
While nothing has yet been disclosed about the collection, Marciano recently released on Guess USA’s newly overhauled Instagram account a first pic from the label’s 1980s archives. It is just a concept image, not focused on specific clothes, one that was highly successful as an advertising campaign staple for Guess 40 years ago, and will be given a new twist in the next few weeks by talented photographer Eli Russell Linnetz. 

Ads

Linnetz, well-known for having directed the videos for Kanye West's ‘Famous’ and ‘Wade’ hits, for the set design of Lady Gaga's Enigma tour, and for his graphic design work for Comme des Garçons, will be delving into the history of Guess, “a brand that has always used photography to tell amazing stories, stories that not only sold clothes but also an exciting attitude and energy,” as Linnetz explained.
 
Drawing from the label’s photo archive, Linnetz and Marciano are keen to replicate the vibe and “sexy attitude” that were the hallmark of Guess's brand image at its inception. Milanese showroom Slam Jam will be in charge of distribution for the Guess USA collections.