GUESS? has released its new campaign for the Fall/Winter 2013 season, starring models Gigi Hadid, Natasha Barnard, Megan Williams, Kate Bock, Gui Fedrizzi and Jacey Elthalion. Shot by Raphael Mazzucco in Joshua Tree, California, the images show the denim-clad models looking cool and badass while posing on motorbikes and hanging out in the desert, and most likely also provoking major hair envy. Under the creative direction of Paul Marciano, GUESS? continues to stay true to its youthful, laid-back and sexy signature style while adding an array of vintage Americana influences. The campaign features several strong denim on denim looks, overalls, jumpsuits, moto styles and jeans in various shades of indigo.
The images actually remind me of my favorite GUESS? campaign series with model Megan Ewing from the early 00s. And although we have seen GUESS? successfully venture into doing more glammed up celebrity campaigns and trying other concepts multiple times, this campaign shows what may currently work best for the brand. With a convincing model cast and just the right mood for the transition from Summer to Fall, this campaign has a wonderful vibe to it that sets it apart from other commercial fashion brands campaigns.