GUESS?, Inc. announces the launch of GUESS x GENERATIONS, a capsule collection designed in collaboration with the Japanese pop group, Generations from Exile Tribe. For the second time, the seven-member music group brings their high energy, style and talent, to create a union of both fashion and music. The group’s stylistic ethos was incorporated into the capsule and elevated by LA-based artist, Oliver Payne.
“To reflect the different styles amongst Generations, we wanted to create a new take on American university-style by combining classic collegiate wear with modern graphics and various motifs from punk fashion circa 1977.” – Oliver Payne
The Guess X Generations capsule collection features a variety of everyday styles. The collection ranges from short and long sleeve tees, hoodies, crewnecks, jeans, sweatshirts, and caps. Each piece highlights the GUESS and GENERATIONS branding in a variety of ways while bringing the collegiate prep style to the forefront.
To kick off the capsule, an invite-only press event took place in Tokyo last Friday, February 28th followed by a pop-up experience at B Space in the Omotesandō area from February 29th – March 2nd. The limited collection first debuted at Guess stores in key cities across Japan. A wider release in several countries across Asia followed the initial launch in Japan.
In the Philippines, the collection drops in-store and online via www.guess.com.ph on March 27, 2020.
“Coming off a very well-received first collection with Generations in 2018, we’ve continued the dialogue for volume II. Being able to bring in an artist like Oliver Payne has added a different layer to the relationship and project. I’m a big fan of Oliver’s work in the art world and he brought in an interesting twist to the story we are telling with Generations.” – Nicolai Marciano, Art Director & Director of Brand Partnerships at Guess.
The campaign was shot in Tokyo and captures the Generations members in their element as they walked through the streets of their local neighborhood. The campaign was concepted by Chief Creative Officer, Paul Marciano.