The use of bright natural lighting and intense shadows, as well as an old-fashioned motorcycle, vintage guitar, and lasso, enhance the rustic scene.
The collection features denim looks, including worn-in denim overalls, and jeans in deep red, blue and black. Denim jackets are offered in classic silhouettes as well as embellished, tribal-printed, and moto styles.
Bold red leather jackets and coated denim are sexy, yet edgy. Plaid button down tops, lace-up denim, and fringy jackets and booties add to the Western motif of the collection.
For men, denim-on-denim is the ensemble of choice. In the scorching sun, the GUESS man wears his denim shirt slightly unbuttoned with rolled up sleeves, and pairs this look with a cowboy hat for a laid-back, country vibe.
Guided by Paul Marciano, Creative Director for Guess, Inc., and shot by Raphael Mazzucco, the campaign evokes the freedom of a road trip into the desert of endless heat and sand.
It is shot against the burning backdrop of Joshua tree, California; the earth-tone images lead the viewer into a scene of the Wild West. The dominance of denim images evoke the free-spirited era of classic GUESS campaigns.
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