To celebrate its 30th anniversary, Guess released its latest editorial featuring the beauty icon Claudia Schiffer and a new fashion line. For 30 years, Guess has been one of the most widely-known companies for its high-quality denim wear. In this campaign, the company plays upon its rich roots and feature the model who helped kick start the company's icon status.
Photographer Ellen von Unwerth has captured Claudia Schiffer in a series of alluring black and white photos taken in Sorrento, Italy. Schiffer began her modelling career with Guess in 1989, and now at 41, she defies age by looking as young as she did in her twenties. Schiffer’s last Guess campaign was more than 10 years ago, and this 30th Anniversary line (the ‘Capsule Collection’) was inspired by Schiffer and other past Guess models.
What Makes This Trend Stand Out
- Denim Wear Revival
- The 30th anniversary of Guess provides an opportunity for other denim wear brands to revive their roots and celebrate their heritage in new editorial campaigns.
- Iconic Model Comebacks
- Bringing back iconic models like Claudia Schiffer can create a buzz for the company and attract new customers.
- Ageless Beauty Representation
- More brands can feature models of various ages to represent ageless beauty and inspire confidence in all customers.
Sectors Adopting This
- Fashion
- Fashion companies can take inspiration from Guess and release similar anniversary lines and campaigns that celebrate their heritage and history.
- Photography
- Photographers can take inspiration from Ellen von Unwerth's stunning black and white editorial and create similar evocative fashion editorials for other brands.
- Marketing
- Marketing professionals can take inspiration from Guess's successful 30th anniversary campaign and create similar marketing campaigns that leverage a company's heritage and iconic models to attract new customers.
