GUESS USA Taps Eli Russell Linnetz for Rebrand

·1 min read

GUESS' sublabel GUESS USA has enlisted Eli Russell Linnetz of ERL as part of its rebranding initiative.

Linnetz, who was nominated for last year's CFDA Awards, has worked with a wide range of celebrities including Kanye West, Kim Kardashian and Lady Gaga. In 2021, he dressed A$AP Rocky in a colorful quilt number for the Met Gala.

With his new partnership, the designer will help GUESS USA "re-establish who we are as a company," as explained by the label's head Nicolai Marciano. Linnetz has shot the brand's upcoming campaign, which captures designs taken from GUESS' 40-year-old archive. Set to launch this coming fall, the collection by Marciano is all about "sexy Americana," highlighted with distressed denim jackets, suede tops and more.

Linnetz commented on his latest project: "Everyone’s dancing around all this stuff and have trouble being super sexy or provocative. GUESS was so sexy in … advertising, so I definitely wanted to do something like that."

Stay tuned for GUESS USA's fall campaign shot by Linnetz.