GUESS?, INC. ANNOUNCES GLOBAL MUSIC SUPERSTAR J BALVIN AS FACE OF SPRING 2019 GUESS VIBRAS CAMPAIGN
November 15 2018 - 8:00AM
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.
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GUESS Spring 2019 Campaign featuring J
Balvin (Photo: Business Wire)
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.
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Kaitlyn QuailGUESS?, Inc.212.852.0568kquail@guess.com
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