Skin-tight and stonewashed, Guess celebrates the voluptuous 35-year denim run

June 22, 2017 - fall Denim

L.A. conform code Guess might be famous as most for a va-va-voom promotion campaigns as for a second-skin stonewashed jeans.

Paul Marciano, a 65-year-old executive authority and arch artistic officer of Guess Inc., founded a association with his brothers Maurice, Georges and Armand in 1981. (Maurice continues to offer on a house of directors; a other brothers exited a association years ago.) Today a association produces approximately 4.7 million pairs of jeans per year and sells in 101 countries, with skeleton to enhance in Asia, Eastern Europe and a Middle East.

In jubilee of 3½ decades of business, Marciano welcomed a throng during a Fashion Institute of Design Merchandising Museum in downtown Los Angeles progressing this month to preview a vaunt “Guess: 35 Years Still Dreaming” that runs by Jul 8. In assemblage were some of a some-more than 1,100 FIDM graduates who have left on to work for Guess.

Denim during a Guess retrospective vaunt during a FIDM Museum in downtown Los Angeles.
Denim during a Guess retrospective vaunt during a FIDM Museum in downtown Los Angeles. (Emma McIntyre / Getty Images for Guess Inc.)

In a few words, a hint and character of Guess currently is simply California, smart, sexy, and what is right in your possess eyes.

— Paul Marciano

No foreigner to a museum world, Paul and Maurice recently debuted a Marciano Art Foundation, a contemporary art museum on Wilshire Boulevard nearby Koreatown that displays their private collections.

The multiple-gallery Guess designation during FIDM encompasses dual themes. “Denim Is Our World” dives into Guess denim pattern and finishing techniques (from sanding and destroying to soaking with pumice stones, acid, even golf balls), while “Decades of Guess: Campaigns, Culture + Color” showcases looks from any decade, along with a company’s particular promotion imagery starring models such as Claudia Schiffer, Anna Nicole Smith, Naomi Campbell, Kate Upton, Gigi Hadid and Hailey Baldwin posing in pinup-girl style.

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Much like earning a symbol as a Victoria’s Secret Angel, alighting a purpose in a Guess debate is deliberate to be a vital displaying accolade, given a lane record of a chosen group.

The latest partisan is 20-year-old Cuban thespian Camila Cabello, featured in a tumble promotion debate that hits Jul 17. As for Guess guys, Joe Jonas acted in an underwear debate progressing this year, and a association has recently teamed with A$AP Rocky on Guess Originals collections.

During a preview eventuality (and by email afterward), Marciano talked to us about a brand’s L.A. roots and cocktail enlightenment inspirations.

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L.A. origins

The Guess retrospective runs by Jul 8.
The Guess retrospective runs by Jul 8. (Emma McIntyre / Getty Images for Guess Inc.)

“My brothers and we started [the company] only dual blocks away, on Broadway, during dual opposite offices. If we demeanour during a triangle of [the] Guess [label], we will see a numbers 1201 and 1203, that were simply a apartment numbers of a rooms. People were thinking, ‘This is black magic’ and perplexing to figure it out. … We gathering from a Westside of Los Angeles to downtown any day, and we found a name of Guess on a billboard for McDonald’s in Koreatown.

“It was a new, national debate that had ‘guess’ as a large word, and unequivocally tiny on a bottom, it said, ‘What is in a Big Mac?’ with a design of a new, enormous burger. Three of us didn’t pronounce English. And in French, ‘guess’ means nothing. The one who spoke English said, ‘Still it means zero to me.’ Long story short, Maurice designed a initial red triangle with a doubt symbol [to paint Guess], and we shot my initial debate in 1982.”

One partial of a Guess vaunt showcases looks from any decade.
One partial of a Guess vaunt showcases looks from any decade. (Emma McIntyre / Getty Images for Guess Inc.)

Hollywood icons

The code is knows for a charming ads and lineup of famous faces.
The code is knows for a charming ads and lineup of famous faces. (Emma McIntyre / Getty Images for Guess Inc.)

“The change of Hollywood has been, from Day One, a large impulse for me on any campaign. My dreams and influences and impulse came by aged cinema like ‘La Dolce Vita’ from Fellini, ‘And God Created Woman’ with Brigitte Bardot, and all of a classic, black-and-white cinema of Sophia Loren.

“I unequivocally always had 3 iconic women in my head. … Loren, Bardot and Marilyn Monroe, and that guided me always to conclude what a Guess Girl was and [who she] is in my eyes today.”

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The hint of Guess

The FIDM Museum is honoring a Guess code with an vaunt in downtown L.A.
The FIDM Museum is honoring a Guess code with an vaunt in downtown L.A. (Emma McIntyre / Getty Images for Guess Inc.)

“In a few words, a hint and character of Guess currently is simply California, smart, sexy, and what is right in your possess eyes. … It doesn’t have to follow any trend or ‘must-have’ as prolonged as it’s what we feel good about [wearing].”


The vaunt “Guess: 35 Years Still Dreaming” is giveaway and open to a public. Hours for a FIDM Museum, 919 S. Grand Ave., Suite 250, are 10 a.m. to 5 p.m. Tuesday by Saturday, (213) 623-5821, fidmmuseum.org.

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