By Lorenzo Molina

This March, Guess is going to introduce a new apparel line in stores worldwide called Originals, a design project where the American label will involve celebrities from fashion, entertainment, arts and design areas. The first Guess Originals line was conceived in partnership with US rapper A$AP Rocky, following the path of other international denim brands like G-Star, who engaged singer and music producer Pharrell Williams for The Oceans collection.

Guess Originals x A$AP Rocky collection
Guess Originals x A$AP Rocky collection


The range was infused by the ‘90s hip-hop scene, as one can see in the refreshing retro campaign imagery featuring A$AP Rocky and other young models, clearly aimed at young consumers, which resembles more what one is accustomed to see from streetwear brands like Supreme rather than the iconic Guess visuals with high doses of skin and a more exploited sensuality. “He [A$AP Rocky] had a clear vision and explained what Guess meant to him growing up and to the hip hop community. He wanted to revitalize that emotion and curate a special collection inspired by classic Guess pieces,” said brand creative director Paul Marciano.

For men, the collection brings oversized jean jackets and denim overalls both in acid washes, varsity jackets, white basic tees and high-neck striped tops fueled with the triangular brand’s logo featuring two $$ at the end to pay homage to the rap star. Key women proposals include high-waist shorts, overalls and skinny jeans, as well as swimsuits and bikinis in the blue fabric. “It's taking archival designs and adding a new twist, and developing new colorways,” said A$AP Rocky. “I think this is dope because hip hop hasn't seen these color ways and patterns since the early '90s.”

Guess Originals x A$AP Rocky collection
Guess Originals x A$AP Rocky collection

Guess Originals x A$AP Rocky collection
Guess Originals x A$AP Rocky collection

Guess Originals x A$AP Rocky collection
Guess Originals x A$AP Rocky collection