The Los Angeles-based brand features the Spanish-Argentine model and influencer for its Spring/Summer 2024 campaign.
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Rodríguez first worked with Guess for its Fall 2023 campaign as she embodies the “ideals of a strong, sensual, empowered woman.” The multi-hyphenate celebrity has over 55 million Instagram followers and has previously partnered with brands like Alo Yoga, Pasquale Bruni and Chopard—generating $141 million in media impact value, according to Launchmetrics.
“It’s a real honor to be invited back to work on the new Guess campaign,” the “I Am Georgina” Netflix star said. “I love the brand’s collections: they’re so iconic and feminine, and it was so exciting to do a shoot in such a beautiful location in such gorgeous clothes; it made me feel so empowered.”
The campaign was directed by Paul Marciano, chief creative officer of Guess, and shot by fashion photographer and longtime Guess collaborator Tatiana Gerusova. The shoot took place in Madrid’s Vereda del Cortijo, a secluded estate with views of the Sierra de Guadarrama Mountain range, a backdrop lending itself well to the 1950s glamorous vibes of the black-and-white photos.
“I chose Georgina Rodríguez again as the face of the campaign because of her devotion to her work and her commitment and passion for the brand,” Marciano said. “I also admire her for her personal values and the importance she places on family. It was fabulous working with her again, the campaign is just amazing, and she really captured the mood I wanted to convey for the new season.”
The Spring/Summer 2024 campaign highlights Guess and Marciano denim, knitwear, bags and accessories. The collections tap into the emerging “mob wife” aesthetic trending on social media with retro polka dot motifs, embroidered denim and satin fabrics.
Guess is starting the year on an optimistic foot. In addition to launching Guess Jeans at Pitti Uomo in Florence, Guess executive vice president Dennis Secor said the company sees organic growth opportunities in current and new markets. During a fireside chat at the ICR Conference last week, Secor said the company reclaimed its outerwear license and is developing new products in-house. These efforts should bear fruit in fiscal 2025, he added.