Party Rock
Introducing the Fall 2012 GUESS kids
Advertising Campaign
Featuring Jackie Evancho
LOS ANGELES, CA (August 13,
2012) – The GUESS kids fall campaign portrays an energetic
group of girls and boys in a modern day rock story. In the spirit of rock
and roll, the kids strut for the camera in the season’s freshest denim. The
campaign features Jackie Evancho, the twelve-year-old classical crossover
prodigy who embodies the free sprit of the GUESS kids brand.
Jackie
Evancho got her big break at just ten years old as the runner up on American’s
Got Talent. Her first release for Columbia Records, a Christmas EP
titled O Holy Night, was certified Platinum and earned Jackie the
distinction of being the top-selling debut artist in 2010 as well as the
youngest solo artist ever to go platinum and debut in the Top 10. Making
her acting debut, she has been selected to play Robert Redford’s daughter in
“The Company You Keep,” a political thriller that Redford will direct and
produce that will premiere this fall. Jackie’s new album of classic movie
songs, entitled Songs from the Silver Screen, will be released October
2.
“Jackie represents the GUESS
ideal of the freedom to pursue a dream,” said Paul Marciano, Creative Director
for GUESS?, Inc. “She is amazingly talented and super focused for someone so
young. It was a pleasure to work with her.”
The
GUESS kids campaign was shot in Los Angeles by Elliston Lutz and directed by
Paul Marciano. The girls’ looks incorporate playful ruffles and traditional
polka dots and stripes into its designs, as well as bold plaids and fun
graphics. A strong use of dark wash denim in skirts, indigo jackets, and also
faded and destroyed jeans creates the ideal rock-star look. Pops of hot pink,
bright orange and deep red enliven the dark hues of the fall collection. Jackie
is accessorized with soft grey beanie hats, matching fleece scarves, and edgy
aviator sunglasses, while electric guitars and studio microphones complete the
rock scene.
The
boys’ looks pair plaids in a saturated berry color palette with denim in dark
washes and nautical accessories add contrast. Layering is the perfect way to
create a fierce ensemble, and is seen here with jeans and denim jackets mixed
with chambray button-ups and white crew-neck undershirts. Frayed striped
scarves and infinity scarves mixed with loose beanie hats and fire-red jackets
complete the laid-back looks.
Look
for these GUESS kids images in international fashion magazines, on buses and
billboards and collateral materials.
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About
GUESS?, Inc.
Established
in 1981, GUESS began as a jeans company and has since successfully grown into a
global lifestyle brand. Today GUESS designs, markets and distributes full
collections of women’s, men’s and children’s apparel as well as accessories.
Throughout the years, the GUESS image has been portrayed in unforgettable,
innovative campaigns that have made the brand a household name. GUESS is
distributed throughout the United States and Canada in fine department and
specialty stores, its retail and factory stores, and on its online store
GUESS.com. GUESS has licensees and distributors in South America, Europe, Asia,
Africa, Australia and the Middle East. In addition to shopping online,
you can find more information about GUESS at www.guess.com.
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