Guess is well-known for its sexy campaigns with beautiful and sexy women such as Kate Upton and Claudia Schiffer. Now, for the first time the brand goes for unisex by launching a unisex collection: GUESS His & Hers will be available from beginning of October 2016. Why explained designer Paul Marciano here.
The brand launches Guess His & Hers, first unisex collection for FW16. Why did you decide to create such a range? Where is the collection going to be available for sale?
As for every global lifestyle brand it is important to explore the latest trends and the gender-neutral movements is defiantly one of the latest. We are well aware of the fact that in order to continue to appeal today’s consumers we have to seek inspiration from all the latest tendencies around the world. The Guess His & Hers includes all the staple pieces to complete a wardrobe: denim, loungewear, basic tee’s, classic blazers + button-down shirts, a fashion-forward t-shirt introduction and impressive outerwear that carries over from season to season highlighting the use of elevated fabrication. Customers will find select items within the capsule made with real suede and real leather. The Guess His & Hers collection will be available online and in Europe the collection will be available in a selection of 20-25 flagships across the region. In US top 50 doors and main flagship stores across Asia.
Aren’t unisex ranges risky in terms of offering a great fit because of the body shape differences between men and women?
For sure it is a challenge, but we are very satisfied with the result and our customers will find pieces with great quality, fit and fabrics that are perfectly in trend with oversized shapes and neutral color schemes.
Is Guess His & Hers also part of an attempt to position the brand in some untapped multilabel stores worldwide?
For sure the collection could be a great opportunities to expand our distribution into a new channel. We had great success with the Guess Originals x A$AP Rocky collection where we were able to enter Selfridges and a number of high ended stores across the world. His and hers though will be for our stores and online and it will be a great step for us to address a different customer.