|Designer jeans have become such a fashion staple that it’s hard to believe there was a time when there were only a few styles to choose from. The denim of the 1980s was dated and unfashionable, but not for long. Enter the Marciano brothers. They recognized the need for a more provocative, sexy jean and their ingenious design idea of creating a denim line that was sensuous, innovative, and timeless changed the perception of denim forever. Originally from Marseilles, France, a place of beauty on the Mediterranean where life is lived between gorgeous sunrises and sunsets, the brothers came to California. Luckily, LA, a place of city, country, and sea, proved to be a sexy, trendy fit for their ideas. |
A Brand Is Born
It was in LA that their “Marilyn” jean started it all: a slim-fitting, stonewashed, three-zip ankle jean that was appealing and super glam. In fact, this design was so sexy and fresh that the entire stock sold out within hours. With this success 25 years ago, the GUESS brand was born.
The Marcianos’ unique combination of European style with a traditional American fabric set their brand apart in the fashion world. Their variety of styles and washes was groundbreaking and glamorized jeanswear throughout the 1980s and into the early 1990s. GUESS inevitably expanded its portfolio to include GUESS by Marciano, Marciano, GUESS Factory, and G by Guess.
Unapologetically Sexy with an American Flair
Those who wear GUESS apparel and accessories enter a world where women are encouraged to take risks with trend-setting and fashion-forward styles. These styles are not for the shy or introverted. They give attitude. GUESS continues to offer innovation, originality, and variety to women who like to be playful with clothes while defining their own elegant, signature look.
What about men? The GUESS menswear collection artistically combines a European sensibility with American fits and silhouettes. For men who are looking to push fashion boundaries, GUESS has a wide-ranging collection worldwide of sexy and stylish clothing for the eclectic, urban, and innovative man.
Of course, crucial to keeping both women and men’s wardrobes up-to-date is having the right accessories. This is why GUESS offers a complete line of cutting-edge products including eye- and sunwear. GUESS added sunglasses to its portfolio in 1991 in partnership with Viva International Group. Since GUESS had an already impressive, broad spectrum of accessories, it made perfect sense to extend the brand into eye- and sunwear. This segment has proven to be integral to the GUESS growth strategy and consumers love the way the glam-orous shades complement their GUESS apparel.
Seeing Is Sexy
GUESS sunwear is first and foremost positioned as a hip, young, and fashion-forward brand. If GUESS has a mantra, it’s “Think Sexy, Young, and Adventurous.” To maintain a cohesive, identifiable GUESS look, almost the entire GUESS sunwear line is derived from the GUESS apparel line or other GUESS accessories. Each season’s collection features must-have coordinates consistent with the rest of the line, such as a new “G” logo, specific colorations, or new logo patterns.
GUESS: The Next Chapter
Who can ever forget Paul Marciano’s use of models who became stars before anyone knew them? Claudia Schiffer, Eva Herzigova, and Carla Bruni emblazoned GUESS ads with a Brigitte Bardot-like sex appeal that instantly branded GUESS with its own statement of sensuality that lives on today throughout the world.
Get It Now: VIVA INTERNATIONAL GROUP n 800.345.VIVA n VIVAGROUP.COM