GUESS?, INC. ANNOUNCES GLOBAL MUSIC SUPERSTAR J BALVIN AS FACE OF SPRING 2019 GUESS VIBRAS CAMPAIGN
LOS ANGELES–(BUSINESS WIRE)–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.”
“I am thrilled to launch this new collaboration with global music
superstar, tastemaker and innovator, J Balvin,” says Paul Marciano.
“When we met last year at ComplexCon, I was extremely impressed with his
knowledge of contemporary art, fashion and culture. We connected
immediately, realizing that we share the same values and passions. I am
a huge fan of his music, particularly because reggaetón is about
positive energy and messages. Through the years, Balvin has played an
integral role in rapidly changing the entire landscape of pop music as a
reggaetón singer and I am always inspired and energized to work with
these types of creative forces.”
Look for these GUESS images beginning mid-January 2019 in top fashion
and lifestyle magazines, at www.GUESS.com,
on GUESS’ social platforms, in GUESS retail stores, outdoor media,
online, and on collateral materials.
About GUESS?, Inc.
Established in 1981, GUESS began as a jeans company and has since
successfully grown into a global lifestyle brand. Guess?, Inc. designs,
markets, distributes and licenses a lifestyle collection of contemporary
apparel, denim, handbags, watches, footwear and other related consumer
products. Guess? products are distributed through branded Guess? stores
as well as better department and specialty stores around the world. As
of August 4, 2018, the Company directly operated 1,061 retail stores in
the Americas, Europe and Asia. The Company’s licensees and distributors
operated 601 additional retail stores worldwide. As of August 4, 2018,
the Company and its licensees and distributors operated in approximately
100 countries worldwide. For more information about the Company, please
visit www.guess.com.
About J Balvin
Hailing from Medellín, Colombia, José Álvaro Osorio Balvin – better
known to a legion of global fans as J BALVIN – has been praised by
Billboard as “the biggest breakout act Latin music has seen in
many years.” With a distinctive style all his own that pays
reverence to the first-wave of Reggaetón stars from Puerto Rico, but
fused with additional Colombian and mainstream hip-hop rhythms, more
seductive than boastful lyrics, and a strong passion for fashion,
J Balvin has become the undeniable leader of a second-generation
Reggaetón revolution propelling Urban music back to the forefront of
Latin music worldwide. Between his game-changing major-label debut album LA
FAMILIA, multiplatinum successor ENERGIA (The #1 Latin
album of 2016) and recent landmark singles such as Mi Gente, and
Machika, J Balvin quickly notched ten #1 Latin singles, over 50
million social media followers, and over TEN BILLION Total
YouTube Views. With his distinctive style and chart success,
J Balvin has also become one of Latin music’s most in-demand
collaborators, having now worked with artists such as Beyoncé, Justin
Bieber, Cardi B, Pharrell Williams, Ariana Grande, Liam Payne, Major
Lazer, Juanes, Camilla Cabelo, Nicky Jam, and
more. Major award recognition has also followed, as J Balvin holds a
Guinness World Record for the longest #1 run for a solo Latin single,
has won back-to-back Latin Grammy Awards, multiple Billboard Latin
Awards, BMI’s Songwriter Award for Contemporary Latin Song of
the Year, and overall ARTIST OF THE YEAR recognition
two years in a row at Univision’s Premio Lo Nuestro. J
Balvin’s recently released new album VIBRAS has been hailed by TIME,
Rolling Stone, Billboard and more as “One of the Best Albums of
2018” while also propelling the Colombian star to #1 rankings on
both YouTube & Spotify’s global charts as this summer’s #1
streaming artist in the world.
Contacts
Kaitlyn Quail
GUESS?, Inc.
212.852.0568
kquail@guess.com
