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Mexico City, December 2018:
GUESS is proud to introduce multiple Latin Grammy Award Winner, J Balvin as the face of the GUESS Spring 2019 campaign. The singer stars in the advertising campaign alongside models Sofia Jamora, Kara Del Toro, Xian Mikol, and Gabriela Giovanardi in a series of images shot in Miami, Florida.
Hailing from Medellín, Colombia, Balvin is a leader of the second-generation reggaetón revolution propelling Latin Urban music to global success. Balvin has quickly notched eleven #1 Latin singles, more than 50 million social media followers, and over 10 billion total YouTube views. Balvin is currently leading the nominations for this year’s Latin Grammy and Latin AMA Awards.
“It has been a blessing to change the game with GUESS by bringing the fashion world into some of the tour merchandise for the VIBRAS tour. It’s been a perfect fit for my style, and the reaction among fans has been so wonderful. I’m very happy to now bring our partnership to another level” Balvin says.
The campaign, art directed by Paul Marciano, Chief Creative Officer of GUESS?, Inc., and shot by fashion photographer Tatiana Gerusova captures Balvin wearing a selection of pieces from the ‘GUESS Vibras’ capsule throughout the streets of Little Haiti and at a private residence. Shot against a series of brightly colored walls and street art, the vibrant collection seamlessly blends in with its tropical surroundings.
Nicolai Marciano, Director of Brand Partnerships for GUESS?, Inc and GUESS Jeans U.S.A., speaks to the partnership saying, “The entire J Balvin campaign is about vibes, “Vibras”. The campaign is an expression of who J Balvin is paired with the heritage of GUESS. Considering J Balvin is one of the biggest artists in the world, and GUESS has a huge Latin fanbase, I knew it would be a perfect partnership to extend our global retail platform to his fans globally and connect with them beyond the music.”
“I am thrilled to launch this new collaboration with global music superstar, tastemaker and innovator, J Balvin,” says Paul Marciano. “When we met last year at ComplexCon, I was extremely impressed with his knowledge of contemporary art, fashion and culture. We connected immediately, realizing that we share the same values and passions. I am a huge fan of his music, particularly because reggaetón is about positive energy and messages. Through the years, Balvin has played an integral role in rapidly changing the entire landscape of pop music as a reggaetón singer and I am always inspired and energized to work with these types of creative forces.”
Look for these GUESS images beginning mid-January 2019 in top fashion and lifestyle magazines, at www.GUESS.com, on GUESS’ social platforms, in GUESS retail stores, outdoor media, online, and on collateral materials.
About GUESS?, Inc.
Established in 1981, GUESS began as a jeans company and has since successfully grown into a global lifestyle brand. Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores as well as better department and specialty stores around the world. As of August 4, 2018, the Company directly operated 1,061 retail stores in the Americas, Europe and Asia. The Company’s licensees and distributors operated 601 additional retail stores worldwide. As of August 4, 2018, the Company and its licensees and distributors operated in approximately 100 countries worldwide. For more information about the Company, please visit www.guess.com.
About J Balvin
Hailing from Medellín, Colombia, José Álvaro Osorio Balvin – better known to a legion of global fans as J BALVIN – has been praised by Billboard as “the biggest breakout act Latin music has seen in many years.” With a distinctive style all his own that pays reverence to the first-wave of Reggaeton stars from Puerto Rico, but fused with additional Colombian and mainstream hip-hop rhythms, more seductive than boastful lyrics, and a strong passion for fashion, J Balvin has become the undeniable leader of a second-generation Reggaeton revolution propelling Urban music back to the forefront of Latin music worldwide. Between his game-changing major-label debut album LA FAMILA, multiplatinum successor ENERGIA (The #1 Latin album of 2016) and recent landmark singles such as Mi Gente, and Machika, J Balvin quickly notched ten #1 Latin singles, Over 50 million social media followers, and over TEN BILLION Total YouTube Views. With his distinctive style and chart success, J Balvin has also become one of Latin music’s most in-demand collaborators, having now worked with artists, such as Beyoncé, Justin Bieber, Cardi B, Pharrell Williams, Ariana Grande, Liam Payne, Major Lazer, Juanes, Camilla Cabelo, Nicky Jam, and more. Major award recognition has also followed, as J Balvin holds a Guinness World Record for the longest #1 run for a solo Latin single, has won back-to-back Latin Grammy Awards, multiple Billboard Latin Awards, BMI’s Songwriter Award for Contemporary Latin Song of the Year, and overall ARTIST OF THE YEAR recognition two years in a row at Univision’s Premio Lo Nuestro. J Balvin’s recently released new album VIBRAS has been hailed by TIME. Rolling Stone, Billboard and more as: “One of the Best Albums of 2018” while also propelling the Colombian star to #1 rankings on both YouTube & Spotify’s global charts as this summer’s #1 streaming artist in the world.
Contacto de prensa:
María José Domínguez
C: 55 4384 4622
T: 5250 5803