US’ Guess has announced the launch of the Fall 2022 apparel collection. It is exclusively distributed through Guess USA’s global partner, Slam Jam, serving select retailers worldwide. The company’s director, Nicolai Marciano, has brought on photographer Eli Russell Linnetz for the re-envisioning of Guess USA, the California-based sub-brand of Guess.
Designed by Nicolai Marciano, the apparel collection is innovating and illuminating the Western American aesthetic. Linnetz’s vision is intrinsically infused with Americana energy and attitude. This synergetic partnership creates a highly curated collection that taps into the rich Guess USA archive. Taking inspiration from one-offs discovered in the Guess atelier designed in the ‘80s, ‘90s and 2000s, none of these pieces were ever pushed into production, until now.
“Inspired by the American Iconography of early Guess campaigns, the collection is filled with pieces you would find at artisanal roadside boutiques in America. Distressed leathers, faded denim, sun-bleached furs, and hardware cracking with paint,” Marciano said.
Since its earliest marketing campaigns, Guess has championed the medium of photography which pioneered a new form of advertisement and branding. Sometimes not even featuring any clothing, the iconic ads sold a lifestyle and the American dream — a prominent theme also found in the work of Linnetz. All photography was personally executed by Linnetz, who lends his trained eye to document the brand’s FA22 campaign.
Fibre2Fashion News Desk (GK)