The story of the brand is the story of a fraternal foursome from the French port city of Marseille. In 1977, brothers Georges, Armand, Paul and Maurice Marciano moved to California, where they founded the GUEES brand in 1981. The siblings wanted to create a brand that would be associated with the carefree life that comes from luxury. Inspired by European culture, they combined the glamour of Hollywood with French glamour and redefined the concept of denim, which had previously only been associated with traditional American material.

One of their pioneering designs was the Marilyn Jeans – a cropped, frayed and frayed jean with three zippers, where they referenced the legendary Marilyn Monroe. Her image reflected the GUESS brand message – a style of jeans that would love the female body and enhance its attractiveness. The sibling foursome’s success came when their latest product collection hit the shelves of Bloomindale department store. After a few hours, the 24 pairs of jeans were completely sold out. Within its first year in the United States, GUESS was in every major shopping mall.

Since its inception, the GUESS brand has clearly tried to break out of the established stereotype of its promotion and has attracted attention from the very beginning with its unusual campaigns. All GUESS campaigns are united by a uniformly communicated idea. The brand has always worked with the most prominent faces from the world of supermodels, such as Naomi Campbell, Claudia Schiffer, Eva Herzigova, Carla Bruni, Kate Upton and Adriana Lima. Iconic GUESS ads are characterised by sensuality, elegance and glamour, with the sex appeal of the models being a frequent feature. Most of the campaigns are then shown in black and white, adding a timeless and dramatic look. The ads are then set in exotic, romantic or vintage settings, which add to the overall impression of luxury.

The GUESS brand empire consists of ambassadors called GUESS girls, who are part of the brand’s character – youthfulness, sexuality and adventure. In 2018, Hollywood star Jennifer Lopez joined the Guess Girls. JLo exudes femininity and gives the impression that it is possible to look forever young, which is why the Marciano brothers called her an icon.

The brand has complemented its traditional clothing offerings over time with a plethora of other exclusive accessories that perfectly reflected its ability to impress. The brand’s distinctive logo adorns virtually all shoes, eyewear, handbags, backpacks, watches, jewellery and perfumes – either in the form of a monochrome pattern, the GUESS inscription or the characteristic red triangle with a question mark inside. The GUESS brand will thus attract especially those who are keen on maximum visibility of their brand, their logo.

In recent years, GUESS has also expanded its portfolio into the mobile accessories segment, combining functionality with the brand’s distinctive design. Mobile phone covers, bags for phones, tablets and laptops, cases or headphones bear the typical GUESS style, which appeals not only to fashion enthusiasts, but also to those looking for quality and stylish protection for their technological devices. This move has enabled the brand to penetrate new markets and consolidate its position as a global leader in fashion and lifestyle products.