GUESS, the global lifestyle brand famous for it’s innovative and trend-setting denim, is thrilled to celebrate 30 sexy years of iconic ad campaigns with the launch of a special anniversary campaign, starring former GUESS model, Claudia Schiffer.
Claudia, who has been photographed in GUESS campaigns since the company’s early years, delivers a powerful mood of sensuality and individuality in classic black and white images staying true to GUESS’ roots. Her captivating campaign images have consistently exemplified the essence of the GUESS brand which helped catapult GUESS into a household name. Claudia is the epitome of the GUESS woman, embodying confidence, sexiness, beauty and elegance. The 30th Anniversary images are sure to become as infamous and iconic as Claudia’s first GUESS campaign.
The 30th anniversary campaign was guided by the creative direction of Paul Marciano, CEO and Creative Director at GUESS? Inc., and shot by esteemed photographer and longtime GUESS collaborator, Ellen Von Unwerth. Paul and Ellen partnered in 1989 for Claudia’s first GUESS campaign, and the three have reunited to work their magic and create these special images representing a remarkable milestone for the brand. Claudia is the focal point in a series of vignettes that draw viewers in and offer an intimate glimpse of her glamorous adventure in the magnificent, Sorrento, Italy.
The story begins with Claudia arriving to her fifties-inspired hotel room for a weekend getaway where she discovers a giant bouquet of flowers waiting for her. After she playfully throws her beautiful floral arrangement throughout the room, Claudia decides to head downstairs to explore the ornate hotel restaurant in search of some excitement. Once comfortable with her surroundings, her free-spirited nature is captured as she dances freely, clutching an adorable kitten and laughing contagiously. Outdoor adventures await as Claudia leaves the restaurant to explore the breathtaking Italian scenery on a vintage Vespa. Her expedition through the cobblestone covered Italian streets she stumbles across a local cafe where she ends her night by dancing without inhibitions to the serenading of local musicians. Claudia quickly becomes restless, returning to her hotel and disrobes, revealing her romantic black satin lingerie as she draws a bath in her soaker-tub before slipping into her flower covered bed.
The campaign showcases the exclusive, limited edition pieces that make up the 30th anniversary capsule collection. The highly-anticipated collection drew inspiration from iconic pieces from the GUESS archives and updated them with a modern twist. High-waisted denim cigarette pants with bold daisies, animal prints, vintage tie-waist button-down tops, and a delicate lace bustier, which Claudia made famous in her first GUESS campaign, dominate the images, channeling classic GUESS looks.
“Claudia exemplifies everything the GUESS woman stands for,” said Paul Marciano. “Her timeless, distinctive style and infectious energy have kept her at the forefront of fashion for decades. Ellen’s alluring photographs represent a celebratory time for GUESS, as we look back on the past 30 years and look ahead to an exciting future.”