Sunday, November 23, 2014

New Guess Fashion Campaign Features Japan...

Text from

This holiday season, GUESS introduces its new advertising campaign shot in Japan by acclaimed photographer, Chen Man. Set against the breathtaking backdrops of Mount Fuji and the fields of Tokyo, the campaign is a unique pairing of Eastern and Western cultures that juxtaposes traditional Japanese surroundings against GUESS’ contemporary apparel and accessories. Bridging fine art and fashion photography­—a signature of Chen Man—the hyper-saturated color palette and mixing of cultural influences give the images a wondrous, dreamlike and fantastical brilliance.

Directed by Paul Marciano, CEO and Chief Creative Officer for GUESS?, Inc., and shot by two-time collaborator Chen Man, the Holiday 2014 campaign features GUESS Girls Megan Williams and Karmay Ngaia, both young and full of energy yet from vastly different worlds. The campaign depicts a journey of their global friendship, taking the viewer on a voyage across Japan’s most picturesque locations.

The journey begins with the GUESS Girls practicing Japan’s most traditional of martial arts, Kendo. Their powerful poses bring their strength and beauty to the forefront of each image. As the journey unfolds, we follow the GUESS Girls as they enjoy a traditional Japanese tea ceremony set against a dazzling backdrop of rich foliage in vivid red, magenta and pink hues. The models are also seen traveling by rickshaw and posing alongside Japan’s emblematic fish flag. The story concludes in a bed full of cherry blossoms where the GUESS Girls accessorize eye-catching red mini-dresses with traditional paper parasols for an afternoon picnic.

Styled by the renowned fashion editor and stylist Satoshi Hirota, the images showcase stand-out apparel from the GUESS holiday collection. Bold red and black color combinations and head-to-toe sleek leather silhouettes offset the shadowy outdoor scenes. As the scenery softens, so too does the clothing. Pastel-colored garments, classic denim jackets, and chambray button downs complement the vibrant colors of the landscape.


See the campaign (and photos) at the Guess webpage:

More selected commentary from Japan Today, 11/21/14:

From Tokyo to Mount Fuji, the series features Japan’s wild and peaceful landscapes, while paying homage to the country’s traditional roots and modern lifestyle at the same time. The result is two models who come off looking both elegant and bad-ass.

One thought-provoking image stands out for its allusion to gender stereotypes and femininity. When a girl puts down a pole flying pink koinobori carp, traditionally used as a symbol of strength for the Boys’ Day national holiday (now known as Childrens’ Day), you know she’s heralding a new dawn for gender stereotypes.

Another photo featuring dramatic red and black looks, styled by Satoshi Hirata, pays homage to Japan’s long rickshaw tradition, which is still going strong today. The black, shiny rickshaws can be seen at tourist spots with passengers draped in bright red blankets to shield themselves from the cold.

Then there is a hanami picnic under the cherry blossoms. The model’s adoring gaze up into the cherry blossom tree makes the viewer feel like a pretty little bird.


Japan has never looked cooler. File this one under advertisements that illustrate/represent cultural fads (and fantasies) on a global level...

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