Revisiting the heart of rock
MANILA, Philippines - For fall 2010, Guess unveils an iconic advertising campaign using the world-renowned photographer Ellen von Unwerth, who shot the classic Guess campaigns of the ’80s and ’90s including Guess models Claudia Schiffer, Carre Otis and Eva Herzigova. The newest partnership between Guess and Unwerth will be unveiled in top magazines this fall, marking a return to the company’s roots.
Shot in black and white, the campaign goes back to one of Guess and Unwerth’s classic shoots by revisiting Tennessee, where Unwerth first shot Claudia Schiffer in 1989. Over 20 years later, Guess lands in Memphis, the birthplace of rock ‘n’ roll. The story follows three rebels as they embark on a road trip to Memphis and try and make their mark in the music scene. The trio, Elsa Hosk, Alyssa Miller, and Silviu Tolu, are the faces of this collection.
The images transport the viewer back to the ’50s, where the characters go through a transformation from the quintessential guy/girl next door into a rock star. Gingham plaids, nautical stripes, bustier style tops and classic denim jackets and jeans are at the core of the collection. As the girls take on an edgier, more rocker look, the jeans make way to cut-off shorts and pedal pushers, emanating the Guess girl image that the brand was built upon.
