Wednesday, August 15, 2012

Guess for Kids 2012

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 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

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