35 years of denim innovations

Getting ready for an iconic summer? Let GUESS help you prepare your streetwear #OOTDs with its 1981 Anniversary Capsule. 

GUESS celebrates its 35th year with an iconic advertising campaign featuring GUESS Girl Hailey Baldwin, alongside heartthrob Stefano Sala. 

The advertising campaign, directed by Paul Marciano, chief creative officer for GUESS, Inc., and shot by renowned fashion photographer Tatiana Gerusova, perfectly reflects GUESS’ all-American style and rich denim heritage that has characterized the brand for several decades. Gerusova’s lens transports the viewer back to an era when the Marciano brothers transformed denim workwear jeans into must-have fashion pieces. 

American brand Guess celebrates its 35th year with an iconic campaign featuring Guess girl Hailey Baldwin alongside heartthrob Stefano Sala, and an anniversary capsule collection 

Photographed inside an actual California denim washing facility, the campaign follows Hailey and Stefano as they exemplify the sensual and carefree essence of the GUESS brand. The denim creations and iconic logo tees demonstrate that GUESS, 35 years after creating the fashion denim culture and introducing the category to the global fashion industry, still remains a pioneer in denim.

The GUESS Originals 1981 Anniversary Capsule keeps the unique stone-washed and hand treated denim techniques developed by the Marciano brothers back in the ‘80s, which have remained a key part of the brand’s roots. Woven labels, buttons, and rivets embrace the same aesthetic as the original pieces, which mirror the assortment of American and Italian fabrics used in the collections from the ‘80s and ‘90s.  Mixing equal parts modern and vintage, the denim heavy women’s assortment delivers a range of jeans, skirts, jackets, vests and chambray shirts in a variety of both oversized and fitted designs.  ‘90s logo-mania returns making a big statement in the stone-washed denim group using logo letter appliqué, archival embroidery patches and laser printing to update the modern aesthetic and lend a classic nod to the era’s varsity look.  Oversized longline tees and vests are styled as dresses and worn over baggy high-waisted jeans to reflect the 35th anniversary collection’s laid-back, vintage vibe.  Form-fitting bodysuits as well as cropped tops, racerback tanks and sweatshirts stamped with a classic GUESS logo balance out any oversized piece in the capsule and add a touch of sexy to your vintage ensemble.  

The collection’s campaign is photographed inside an actual California denim washing facility 

The Men’s Spring 2017 GUESS Originals 1981 Anniversary Capsule brings back the ‘90s retro brights with pop colors splashed on oversized tees and swished on old school GUESS logos.  Blending its all-American heritage with collegiate-cool, a head-turning varsity vintage jacket in vibrant coral, patched with artwork from the brand’s archives, steps up your sartorial layering game and adds a punch of color to your wardrobe.  For denim, selvedge 1981 jeans with destroyed details in dark and light indigo shades as well as indigo denim jackets with bold authentic GUESS embroidery and patches are classic hits that pair well with sashed indigo and heather grey drop shoulder sweatshirts that can either be worn alone or layered over a semi-distressed chambray button-down shirt.

Stone-washed denim and selvedged jeans are highlighted in the collection

The GUESS Originals 1981 Anniversary Capsule is available at select GUESS stores nationwide.  

For more information, visit and

Topics: GUESS Originals
COMMENT DISCLAIMER: Reader comments posted on this Web site are not in any way endorsed by Manila Standard. Comments are views by readers who exercise their right to free expression and they do not necessarily represent or reflect the position or viewpoint of While reserving this publication’s right to delete comments that are deemed offensive, indecent or inconsistent with Manila Standard editorial standards, Manila Standard may not be held liable for any false information posted by readers in this comments section.