GUESS?, INC ANNOUNCES GLOBAL MUSIC SUPERSTAR, J BALVIN AS FACE OF SPRING 2019 GUESS VIBRAS CAMPAIGN
GUESS is proud to introduce multiple Latin Grammy Award Winner, J Balvin as the face of the GUESS Spring 2019 campaign. The singer stars in the advertising campaign alongside models Sofia Jamora, Kara Del Toro, Xian Mikol, and Gabriela Giovanardi in a series of images shot in Miami, Florida.
Hailing from Medellín, Colombia, Balvin is a leader of the second-generation reggaetón revolution propelling Latin Urban music to global success. Balvin has quickly notched eleven #1 Latin singles, more than 50 million social media followers, and over 10 billion total YouTube views. Balvin is currently leading the nominations for this year’s Latin Grammy and Latin AMA Awards.
“It has been a blessing to change the game with GUESS by bringing the fashion world into some of the tour merchandise for the VIBRAS tour. It’s been a perfect fit for my style, and the reaction among fans has been so wonderful. I’m very happy to now bring our partnership to another level” Balvin says.
The campaign, art directed by Paul Marciano, Chief Creative Officer of GUESS?, Inc., and shot by fashion photographer Tatiana Gerusova captures Balvin wearing a selection of pieces from the ‘GUESS Vibras’ capsule throughout the streets of Little Haiti and at a private residence. Shot against a series of brightly colored walls and street art, the vibrant collection seamlessly blends in with its tropical surroundings.
Nicolai Marciano, Director of Brand Partnerships for GUESS?, Inc and GUESS Jeans U.S.A., speaks to the partnership saying, “The entire J Balvin campaign is about vibes, “Vibras”. The campaign is an expression of who J Balvin is paired with the heritage of GUESS. Considering J Balvin is one of the biggest artists in the world, and GUESS has a huge Latin fanbase, I knew it would be a perfect partnership to extend our global retail platform to his fans globally and connect with them beyond the music.”