By Melissa Koh
Guess founded by the Marciano brothers, is celebrating its 35th anniversary this year, and for the occasion has launched a limited-edition capsule collection paying tribute to its denim roots.
Titled "Guess Originals - 1981 Anniversary Capsule," the collection is due out this month.
Thirty-five years ago, the Marciano brothers transformed unfashionable denim workwear into a timeless wardrobe essential. Pre-washing techniques for faded-look denim, developed by the Marciano brothers in the 1980s, played a large part in the success of the American brand.
Updated for 2017, nineties style (baggy cuts, fabrics, logos, patches) is central to the collection, revisited for a fresh, modern feel.
Jeans, skirts, jackets, gilets and chambray shirts, in different forms and with different cuts are available. Baggy jackets and pants are adorned with patches and logos, while many pieces use the same fabrics as the eighties and nineties originals. High-waist baggy jeans, loose t-shirts, jumpsuits, crop tops, bra tops and sweatshirts complete the laid-back capsule collection.
The 35th-anniversary capsule collection will continue the use of this technique, which has became one of the Guess brand's founding signature offerings.
In addition, as a throwback to the early campaign visuals which starred fashion icons like Claudia Schiffer and Karen Mulder, Guess has signed up American it girl and model, Hailey Baldwin, to front the new campaign.
She stars alongside Stefano Sala in a series of ads shot by photographer, Tatiana Gerusova. Directed by Guess creative director, Paul Marciano, the campaign was shot at a denim washing plant in California, in another nod to the brand's heritage.