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Founded in 1981 by brothers Georges, Maurice, Armand and Paul Marciano, who grew up in Marseille, in the south of France, a region that cultivated the essence of French fashion. Gradually, the four brothers called to venture and create women's blouses, pants and even jeans washed in 1976, a novelty that would be successful and would make the brothers pioneers in this concept of products in the UNITED STATES. The name GUESS was inspired by Georges, when the brothers passed, on their way to work, a McDonald's chain billboard with the words "Guess what's in the new Big Mac?" ("Guess what's new on the Big Mac?"), With emphasis on "guess", in very large letters.

The numbers inside the triangle of the brand logo represented the room number of the company's first office. The main asset of the brand, at the time, was due to the pioneering techniques of washing with Italian pumice, which left the jeans with a 'detonated' and 'used' appearance. In addition, the brand combined sophistication and a casual attitude, synthesizing its own authentic lifestyle.

The collection of fashion accessories has made a real leap, and, mainly, bags and watches have won the admiration of the female public. At that time, the brothers had transformed the brand into a symbol of young, sexy and adventurous life.

Campaigns that made history

Paul Marciano is recognized for his talent as a stylist, but more than that, for his enormous gift for creating advertising campaigns. Their work influenced the direction of advertising and revealed new faces that came to become super international models, such as, for example, Claudia Schiffer (who starred in a campaign of the brand at the age of 19 in 1989), Eva Herzigova, Naomi Campbell, Carla Bruni (a former French first lady), Brazilian Adriana Lima, Claudia Schiffer and especially French Laetitia Casta, in addition to actresses like Drew Barrimore and Juliette Lewis. Even German photographer Ellen Von Unwerth, one of Paul Marciano's favorites, was little known when they started working together. One of GUESS 'most striking campaigns was launched in 1984 - the first time that a brand published in an magazine an ad with more than ten pages of photos, in black and white, with color only in the logo, printed in bright red. The Second decade of Guess (in English, something like 'two decades of Guess'), a book launched on the brand's twentieth anniversary, is part of the permanent book collection of the Metropolitan, a famous New York art museum, with a historical compilation of the campaigns by Paul Marciano.

Another controversial campaign took place in 2004, when GUESS hired socialite Paris Hilton to be the 'face' of the brand in the new - and sensual - advertising campaigns. The controversial blonde, heiress to the luxurious Hilton hotel chain, became world famous thanks to indiscreet videos recorded by her ex-boyfriend who, who knows how, ended up on the internet, a year earlier. For this reason, the photographed essay by Ellen Von Unwerth provoked the ire of the American Family Association, an American group in defense of morals and good manners, which demanded the removal of the photos of Paris that were inside GUESS stores. In response to the protest, Paul Marciano was unmoved: 'if you don't like the images in our stores, please stay at home. It's that simple".

In 2012, GUESS completed 30 years. To celebrate the occasion, the brand invited one of its great muses, the model Claudia Schiffer, to star in the campaign photographed by the German Ellen Von Unwerth, in Sorrento, Italy. This time, the essay recalled the iconic clicks that the top made in the six campaigns that starred between 1989 and 1991. In addition, the brand also developed a 15-piece capsule collection inspired by the model.

The visual evolution

A few years ago, GUESS introduced a new logo, just the brand name written in red. The intention was to convey an air of sophistication to the brand. Despite this, the traditional inverted triangular logo with the question mark continues to be used on labels, products and in some specific communication actions.