Nearly two decades ago, following the overturning of a rape conviction, Italian Parliamentarians took to the steps of the Supreme Court wearing jeans. The impromptu “uniform” worn in that official capacity, created a sort of solidarity against the crime, marking the birth of Denim Day. The worthy cause soon spread internationally and was picked up by the city of Los Angeles in the year 1999. Since LA’s adoption, the Denim Day and Teach Over Violence anti rape, anti sexual assault, anti domestic violence campaign has expanded even more to reach over 118 countries and 11 million individuals. And, for the past three years in a row, Guess and the Guess Foundation has proudly sponsored LA’s commemoration of Denim Day.

The Guess Denim Day Event was celebrated this year with a gala cocktail reception at LA’s Museum of Contemporary Art. Speakers included Guess founders Paul and Maurice Marciano, Denim Day founder Patti Giggans and the Executive Director of Violence Intervention Program, Astrid Heger. A special performance by Acasola Acappella brought a beautiful poignancy to the event. Wine and appetizers were served amid a bustling, trendy crowd, all there to support a good cause and create an educational dialog.

Guess Cocktail Party at MOCA
Guess Cocktail Party at MOCA


Of their years of participation, Paul Mariano says: “The Guess woman is sexy and confident but sexy is never an invitation or an excuse to rape and we are here to spread the message and create awareness even further by spreading Denim Day across the globe. We are extremely motivated to continue to support survivors and encourage them to speak up. Through Guess’ financial support, last year, Peace Over Violence was able to increase the number of sexual assault survivors it serves by 25%. That’s an additional 515 survivors. That is truly remarkable and we are fully committed to this critical social issue and increasing the numbers year after year.”

Guess Cocktail Party at MOCA
Guess Cocktail Party at MOCA


Guess recently brought the campaign to Italy and plans to add the city of Barcelona later this year.

Photos by Douglas Cringean