‘When people think about Guess, they think about “Guess Girls”’ admits Paul Marciano, Co-Chairman and Creative Director, of the sexy jeans label, which is famous for its instantly recognisable images of pin-up girls. And now The Guess Photographic Retrospective is celebrating nearly three decades of iconic shots from the Guess advertising campaigns.
‘The “Guess girl” has to be unknown and to embody the spirit and sexiness of the brand’ says Marciano of his casting choices. And over the years, Guess has somehow had an astonishing knack for picking up on the next big sex kitten before she’d really exploded onto the public consciousness. So there is a grungy Drew Barrymore, (back in the days she was still BFF with Courtney Love), with daisies in her hair and very-90s overly plucked eyebrows, and Eva Herzigova at her most Marilynesque with a platinum bleached hairdo, a young Claudia Schiffer looking like a pretty, twinkly-lashed Bardot, and a portrait of Anna Nicole Smith, resembling a super sophisticated Diana Dors, that now seems heartbreakingly poignant in it’s evidence of her unfulfilled potential.
Founded in California in 1981, at a point in fashion when the loose and boyish Levi’s 501 was the must-have denim, Guess bucked the trend with its uncompromisingly womanly cuts. The first Guess jean, a curve-hugging three zipper style, aptly named Marilyn, doubtless inspired the spirit of the modern pin ups for the label’s campaigns. Over the years, Guess has stuck to this no-brainer formula: jeans that are always both sexy and timeless, which have since become a staple of women’s wardrobes the world over. And now that Guess has opened a giant glossy flagship store on Regent Street, we can all get a bit of that Marilyn magic.
The GUESS Photographic Retrospective: 29th October – 2nd November 2009, 10am-6pm Il Bottaccio , 9 Grosvenor Place London, SW1X 7SH, 020 72359522, www.guess.com
Guess is offering one lucky Grazia Daily reader the chance to win £500 to spend in-store!
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