Edited by Lester Brathwaite on
Guess is celebrating its 30th anniversary this year with some familiar faces. Claudia Schiffer, one of the most iconic Guess Girls, stars in a new campaign photographed by Ellen von Unwerth, who famously shot the German stunner in 1989, thus launching her to supermodeldom. The brand is also debuting a capsule collection inspired by its bevy of former Girls including Eva Herzigova, Adriana Lima, Line Gost and the late Anna Nicole Smith.
CEO and creative director of Guess Paul Marciano chose Schiffer to front the 30th anniversary campaign based on the impact her original ad had on not only the company, but on pretty much everyone. “She was a turning point of Guess, she was a turning point of Ellen’s career, Guess was a turning point of a life for Claudia,” he told WWD.
The shot of Schiffer in a lace bustier, tussled tresses and gold hoops set the blueprint for all future Guess ads and according to Marciano, “made her career” and subsequently “made Guess a different company. Everybody talked about the Guess Girl.”
Schiffer, for her part, was happy to wax nostalgic with Marciano and Unwerth. “Guess will always have a soft spot in my heart, and I’m excited that 23 years later we can still work together so successfully,” the super said. Meanwhile, can we talk about how at 41 — which is 1002 in model years — Schiffer has aged nary a day? They just don’t make supermodels like they used to, i.e. in a lab somewhere in Switzerland.
The Guess 30th Anniversary Collection will include T-shirts bedazzled with images of Gost and Smith — sign me up for the latter, thanks — a sheer leopard-print blouse and the three-zipper Marilyn jeans that introduced the brand to the world. The 15-piece collection will retail for between $39 and $138 and will hit stores April 24. [WWD, sub req'd]