For its Holiday 2023 ADV campaign, fashion brand GUESS has partnered with Italian singer and emerging artist, Matteo Bocelli, and Albanian model and singer, Oriola Marashi. The campaign was shot at the picturesque Bagni Alpemare in Forte dei Marmi, Italy.
The location, Villa Alpebella, is currently owned by the Bocelli family and has a storied past. Previously owned by Oliviero Camparini, this Tuscan coastal mansion was transformed into one of Italy’s most renowned nightclubs during the “Dolce Vita” era. The venue has a rich history of hosting celebrities and VIPs, such as Paola di Liège (the Queen of Belgium), Domenico Modugno, and Charlie Chaplin.
The campaign was conceptualized by Ukrainian female duo Vicoolya and Saida and overseen by GUESS Chief Creative Officer, Paul Marciano. It offers a glimpse into the luxurious lifestyles of the featured VIPs, complete with private jets, opulent boats, and day trips in convertible cars, all set against the backdrop of Villa Alpebella’s lavish grounds.
Paul Marciano stated, “I’ve had very close ties with the Bocelli family for many years now, so it was an absolute honor to be able to shoot the campaign at Villa Alpebella. I have known Matteo since he was just a boy and I am delighted to see how far he has come in achieving his dream of becoming an international star. This is a very exciting time in his career, and I am thrilled for his success. Matteo and Oriola are sizzling, they really complement each other, and Vicoolya and Saida perfectly captured the strong, iconic, and nostalgic mood of the collection. With its celebrity appeal and beautiful scenery, the villa and Forte dei Marmi was the perfect location to express the glamorous spirit of the new season’s designs.”
The Holiday 2023 ADV campaign encapsulates the elegant essence of GUESS’s new collection, featuring hourglass dresses, dapper suits, trousers, separates, and accessories that bear the brand’s distinctive retro-modern aesthetic. The black and white photographs evoke the romantic allure of Italy’s famed Riviera and underscore the villa’s reputation as an elite destination.
Matteo Bocelli commented, “This has been one of the most amazing years of my life – from releasing my debut album, to touring and sharing my music with fans across the world – and to star in another GUESS campaign during this monumental year is such an honor. Working with the whole GUESS team was so much fun and shooting this campaign in the place I call home made it even more special.”