GUESS Originalsx A$AP Rocky

From February 2016

Guess presents Guess Originals, a project focused on fashion design that brings together important icons from culture, fashion, art, and design. Taking inspiration from 30 years of creativity and innovation, each collection celebrates the contemporary and timeless style of GUESS marked by the vision of Paul Marciano, founder and creative director, and from a group of experienced collaborators, the best in their resepctive field. GUESS Original’s first partnership is with the multi-disciplined artist A$AP Rocky. The collaboration recalls the 90s, a decade when A$AP Rocky and his fashion-obsessed contemporaries of that generation showed off the iconic triangle logo on the back pocket of their jeans. Considering what GUESS represented for him and the hip-hop community he grew up with, A$AP wanted to create a special collection, a personal interpretation, inspired by classical pieces from GUESS’s nineties collections.

The images of the LA-based campaign are marked by the participation of models and social-influencer friends of the artist. The collection is a reference to youth music culture from the 90’s, perfected by a touch of contemporary. To celebrate the artist, the logo takes the $ of A$AP transforming the original GUESS logo into GUE$S.

“IT’S A VERY PERSONAL COLLECTION: LIMITED AND VERY FOCUSED.
I THINK THIS IS DOPE BECAUSE HIP HOP HASN’T SEEN THESE COLOR WAYS AND PATTERNS
SINCE THE EARLY ’90S.”- A$AP ROCKY