Jennifer Lopez returns as face of Guess, Marciano worldwide

By

Gabriella Lacombe

Published
Jan 15, 2020

Los Angeles-based denim and lifestyle brand Guess is welcoming back pop-icon Jennifer Lopez as the face of Guess and Marciano worldwide, for Spring 2020.

According to Lopez -- whose first appearance for Guess (notably as the brand's 'Guess Girl' in the brand's history) was back in 2017 -- the latest campaign was stylistically inspired by Italian film icon, Sophia Loren, and Madonna, circa the 80s.  

The campaign was art-directed by Paul Marciano, chief creative officer for Guess and shot by photographer, Tatiana Gerusova, in Santa Monica, California. The images will be featured in upcoming issues of fashion and lifestyle magazines, in Guess and Marciano retail stores, and on collateral materials.

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“I am thrilled to welcome Jennifer back for a second campaign with Guess and Marciano,” Marciano said.

“Jennifer continues to push boundaries in the music, fashion and film industries and represents everything a Guess Girl is – confident, sensual and adventurous. This campaign shines a spotlight on Jennifer’s natural beauty and showcases exactly why she is celebrated as a true icon.” 

Throughout her career, Lopez has maintained a reputation as an entertainer, as well as a prominent fashion figure; cementing herself in fashion history with looks like her famous green Versace dress worn at the 2000 Grammy Awards and her Tom Ford and Tyler Ellis look at the 2019 Academy Awards. In April 2019, the star was also honored for her style, winning the Council of Fashion Designers of America’s 2019 Fashion Icon Award. 
 
The campaign announcement comes on the back of Guess's latest strategy update. In December 2019, it unveiled a new five-year strategic plan, focusing on product, consumers and brand building.

In addition, the company revealed a strong financial outlook for 2025, predicting sales to increase between 2.7% and 3% in 2020, with CAGR predicted to continue to rise in the low single digits between 2021 and 2025, representing a total increase of $250 million over the five-year period.

The company reported earnings of $12.4 million in the third quarter ended November 2, 2019, on revenues of $615.9 million.