GUESS Kids - Fall 2011 Campaign

The GUESS Kids Fall / Holiday 2011 advertising campaign is a collection of fresh and bold images that capture the children's playful and intriguing personalities. Guided by the creative direction of Paul Marciano, Co-Founder and Chief Executive Officer of GUESS? Inc., and shot by photographer Elliston Lutz; the campaign takes place in a raw space to fully bring to life the children's light-hearted nature, while drawing attention to the fashion forward clothing. Through the power of Lutz's lens, the audience is invited in to catch a rare glimpse into the imagination of the joyful children in carefree poses showcasing back to school denim essentials mixed with colorful prints and vibrant plaids.

The girl's fall collection is full of stylish apparel in fabrications that will transition her from the end of summer to back to school. On trend styles in whimsical prints and brightly colored wovens are anchored by classic embroidered and studded denim vests, skirts and skinny jeans. Moving further into the season, silhouettes and colors get a bit more dramatic with bold jewel tones juxtaposed against shadowy grays. Faux leather jackets and plaid minis are paired with sweet
baby-doll tops and floral prints for a playful mix of delicate and edgy. As the weather starts to get colder and holidays approach, festive details are incorporated into the girl's collection, including faux fur trims, delicate laces, sequins and rich velours add a touch of glamour to easy-to-wear dresses, tunics and sweaters.

The boy's collection mirrors the girls by similarly exploring the brighter side of fall. Pops of dynamic teals and earthy yellows are found in Western style plaid button downs and graphic tshirts that pair perfectly with the restructured denim styles in hazy greys and dusty indigos. Crisp whites and plaids with hints of blues and oranges seamlessly blend together to create the vintage American aesthetic that represents the GUESS boy. A rugged palette of olive greens, blues and reds are combined with utilitarian details and vintage aviator styling seen in wovens, military style jackets and a variety of new denim washes. The holiday collection takes inspiration from the prep school uniform with a modern-day Boy Scout twist. Saturated hues of gold and green complement the denim and non-denim pieces featuring leather accents and zipper trims resulting in a fresh take on classic silhouettes.

"My vision behind the Fall / Holiday 2011 campaign was to create an environment where kids were able to have fun and be themselves, which in turn would naturally highlight the beautiful designs," says Paul Marciano. "The spirit and playfulness of the kids, as well as the collection were completely brought to life through the simple yet captivating set."

Look for these GUESS Kids images in international fashion magazines, on buses and billboards and collateral materials.

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Howto & Style

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