For Fall 2010, GUESS unveils an iconic advertising campaign using world renowned photographer Ellen von Unwerth, who shot the classic GUESS campaigns of the 1980s and 1990s including famed GUESS models Claudia Schiffer, Carre Otis, and Eva Herzigova. Keep reading for more shots of the campaign...

The ads were shot in Memphis, the birthplace of rock n roll. The campaign story follows three rebels as they embark on a road trip to Memphis and try and make their mark in the music scene.

I am dying overs this campaign for many reasons. I love the fact that the pictures were shot in black and white, following the trend of other clothing companies who have done the same this fall. This kind of photography seems to make everything look more elegant somehow.  I also enjoy the styling of the models. The campaign looks so retro while still being up to date. Lastly, I love the direction that GUESS is going with their actual clothes. They have manged to keep their classic rock edge, but are very relevant to today's fashion needs.

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