GUESS and MARCIANO have unveiled their latest Spring/Summer 2024 (SS24) advertising campaign, featuring the return of Spanish-Argentine model, influencer, and TV star, Georgina Rodriguez. This collaboration marks Rodriguez’s second appearance in the brand’s promotions, indicating a strong ongoing partnership.
The SS24 campaign, directed by GUESS?, Inc.’s Chief Creative Officer, Paul Marciano, and captured by celebrated fashion photographer Tatiana Gerusova, epitomizes the elegant and sophisticated essence of both GUESS and MARCIANO. The collection being showcased includes a range of iconic garments, knitwear, bags, and accessories. Emphasizing timeless polka dot motifs, denim, and sensual fabrics, the campaign reflects the brands’ enduring glamour and sophistication.
Photographed at Vereda del Cortijo in Madrid, this secluded, luxury estate offers breathtaking views of the Sierra de Guadarrama Mountains. The choice of location complements the campaign’s 1950s diva mood, further accentuated by the striking black and white imagery.
Speaking about the campaign, Paul Marciano expressed his admiration for Georgina Rodriguez, citing her dedication, passion for the brand, and her emphasis on personal values and family. He described the collaboration as “fabulous” and praised the campaign’s ability to capture the desired mood for the new season.
Rodriguez shared her excitement about rejoining the GUESS campaign, stating, “It’s a real honour to be invited back to work on the new GUESS campaign. I love the brand’s collections: they’re so iconic and feminine, and it was so exciting to do a shoot in such a beautiful location in such gorgeous clothes; it made me feel so empowered.”
The SS24 campaign is set to launch in mid-January 2024. It will be prominently featured in top international fashion and lifestyle magazines, as well as in GUESS and MARCIANO by GUESS retail stores. Additionally, the campaign will have a significant online presence, being showcased on GUESS.com, various social media platforms, and outdoor advertising spaces, ensuring wide visibility and engagement.
