GUESS Jeans – Behind the Scenes – Spring / Summer 2010 Photoshoot

An American Classic
Introducing the GUESS Spring 2010 Campaign

For Spring/Summer 2010, GUESS unveils a denim focused campaign that intertwines GUESS rich denim heritage and the raw sensuality that has characterized the brand for the past few decades. The images, shot against a backdrop reminiscent of the old west at the Melody / Veluzat Ranch, Placerita Canyon and Santa Clarita Valley in California, sets the stage for this American classic tale. The denim pieces are mixed with nudes, ditsy floral prints and western-inspired plaids, which pop against the natural earth tones and vivid blues and greens of nature, telling a story that interlocks the GUESS name with American history.

Tribal influences can be drawn from the earth tones of the collection, as well as the uninhibited poses of the models. Loose draped tunics, western and prairie inspired blouses and fringe detailing compliments the womens collection, while vintage paisley prints and rugged denim shirts are paired with the mens denim. Although a majority of the images are tonal, pops of bright blues and burnt oranges bring to mind a luxurious destination far from the everyday life.

Seductive shots of Candace Boucher, seen in the GUESS fall 2009 campaign, Vanessa Hessler, Jacey Elthalion and Bruno Santos, a former GUESS model, are great canvas for the clothing. The natural environment, bohemian / western inspired clothing and the spirit of peace seen throughout the story, are captured by renowned photographer Raphael Mazzucco.

Under the direction of GUESS?, Inc. Vice Chairman and Chief Executive Officer, Paul Marciano, and photographer Raphael Mazzucco, the GUESS spring/summer 2010 campaign manages to re-invent the brand and position it as a leader in the denim and contemporary marketplace. At GUESS, we strive to develop and put out a collection that allows our customer and potential customer to escape from their everyday life and into a world of discovery, says Paul Marciano. Over the years, GUESS has become synonymous with America, denim and fashion. The Spring 2010 collection is a perfect reflection of everything GUESS stands for during 2010.

Known for unforgettable campaigns and trend-setting clothing and accessories, GUESS offers timeless fits of denim jackets, vintage inspired tee shirts, jeans, western-inspired button downs button, and flirty cap-sleeve peasant blouses.