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. 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.”
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