I love it when brand’s commit to a totally different approach to present their collection, and during London Fashion Week, Italian brand GUESS did just that in a suite at the swish Trafalgar Hotel. For their first time at LFW, GUESS wanted to showcase a few pieces from the autumn/winter 2012 collection, as well as celebrate their 30th anniversary, which takes place this year and they came up with the very creative GUESS girl gone wild presentation.
As soon as I stepped into the hotel suite I couldn’t help but noticed how dishevelled it all looked, there were clothes, shoes and jewellery from the AW12 collection thrown everywhere, lipstick written over the mirrors, empty champagne glasses, stacks of unpacked suitcases, rose petals in the bathroom, and even plates of room service – this was a GUESS girl gone wild and I loved it.
I have to admit there was a part of me that was thinking I totally don’t know where to look, there was a realism that made me think that I had just crashed someone’s room, but I guess that was the whole idea.
I also loved how they had scattered old and new ad campaigns about the suite, everyone from Drew Barrymore, Paris Hilton and Claudia Schiffer has been a GUESS girl and now its Amber Heard’s turn. I was given a cool book of the campaign images over the 30 years and it really did open my eyes to this brand which has a rich heritage in gorgeous ad campaigns, more to come on this as I loved too many to share here.
Just out of interest are you a GUESS girl? I don’t own one piece, and can’t remember if I have ever been in a store before, I have to own up to the fact that a creative presentation like this does perk my interest and after seeing that ombre animal-print cardigan I think I might have to venture inside a store and check out what else the brand has to offer.