GUESS Jeans Fall | Winter 2009 - Behind the Scenes

For Fall / Winter 2009, GUESS introduces an edgy denim-focused campaign that merges the character and individuality of the iconic brand. The campaign, which centers around the fall 2009 denim collection, portrays GUESS in a raw, urban manner that the target customer will welcome and relate to.
Under the direction of GUESS?, Inc. Chief Executive Officer and Co-Chairman of the Board, Paul Marciano, and photographer Raphael Mazzucco, the GUESS fall / winter 2009 campaign unveils a story that not only reads beautifully together, but where each individual shot can stand on its own and tell their own tale. Shot in color as well as black & white, the audience is immediately drawn into the glamorous yet edgy clothing, shot against the raw backdrop of an empty warehouse and desolate streets of downtown Los Angeles. Raphaels painting and sketches often make their way into the photographs making each image a true work of art. This links back to the GUESS fall 2009 denim assortment, where each style is individually treated with unique washes and embellishments so they can stand on their own or as a part of the collection.
Klara Wester, Candace Boucher and Bruno Santos are the faces of the fall 2009 campaign. Wester, the face for the fall 2009 campaigns of GUESS and GUESS by Marciano, reprises her role in the newest campaign and is joined by Boucher, the winner of the GUESS SA Face of the Year Competition in 2001. Santos, making his GUESS advertising campaign debut, was a natural fit for the brand. All three carry the fall 2009 collection well, giving the apparel a glamorous look with an urban edge. For the girls, distressed and embellished jeans are paired with a combination of romantic, ruffle front tops as well as rocker tees and grungy plaid button downs, showing that whatever your GUESS style preference is, it will be one of glamour. For the men, rich leather pieces are juxtaposed with destroyed jeans, drilling the rock image that GUESS mens has come to be known for.
"For fall / winter 2009, we wanted to re-introduce our customer and new generations of customers to the true essence of our brand, says Paul Marciano Chief Executive Officer and Co-Chairman of the Board, GUESS is first and foremost a denim brand and we are proud to have sustained almost 30 years in the denim industry and still remain a leader and an innovator in the field. The newest collection and campaign reinforces our message and introduces new and potential customers to the GUESS lifestyle.
Known for unforgettable campaigns and trend-setting clothing and accessories, GUESS offers timeless fits of denim jackets, vintage inspired tee shirts, jeans, flirty dresses and blouses.
Look for these GUESS images in upcoming issues of top fashion and lifestyle magazines, at http://www.GUESS.com, in GUESS retail stores, outdoor media, and on collateral materials.

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