GUESS USA Enlists Eli Russell Linnetz for Rebrand
Tasked with shooting the campaign for a new collection.
GUESS USA is gearing up for a rebrand and it has enlisted ERL designer Eli Russell Linnetz to aid in the mission, according to The Business of Fashion.
The Guess Inc. sublabel specializes in collaborations and premium garments. With the new partnership, Linnetz who has worked with a wide array of coveted talent from Kanye West to Lady Gaga is tasked with shooting the campaign for a new line of products. By collaborating with the sought-after designer, GUESS USA’s goal is to “re-establish who we are as a company,” said GUESS USA director of brand partnerships, Nicolai Marciano.
Designed by Marciano, the forthcoming collection digs into the brand’s archive and features a Western American aesthetic, including shearling distressed denim jackets, fringed leather blazers and embellished suede corset tops. “Inspired by the American Iconography of early GUESS campaigns, the collection is filled with pieces you would find at artisanal roadside boutiques in America,” said Marciano in a release.
Regarding the campaign, Linnetz aims to bring back the early persona of GUESS that captivated fashion culture. “Everyone’s dancing around all this stuff and have trouble being super sexy or provocative,” said Linnetz. “Guess was so sexy in … advertising, so I definitely wanted to do something like that.”
Milan-based retailer Slam Jam is set to be the collection’s distribution partner, with a release schedule for this fall. Stay tuned for the campaign that is set to arrive in the coming months.
In related news, RHUDE’s FW22 collection exudes contemporary Americana.
