Last Thursday, 1st of December 2022, Guess launched their newest collaboration line with 88rising at Guess store, Pavilion, Kuala Lumpur. The launch event showcased bold, colorful designs, as expected from one of the most successful and well known American clothing brands of all time. The collection included T-shirts, crewneck shirts, cropped baby Tees, trucker hats and stamps with fun designs. The “Nicole” collection included garments featuring NIKI’s image and lyrics, along with GUESS and 88rising branding.
The collection was made in contingent with celebrating 88rising’s annual Head in the Clouds festival, which features Musicians from all across Asia including. Indonesian singer and R&B songwriter, NIKI together with rapper Warren Hue who were featured in the campaign’s headliners all over GUESS’ Instagram account. The collaboration products, which were originally launched on the 17th of Novemember in Indonesia is now officially available in Japan, Malaysian Singapore,Thailand, Mongolia, Hong Kong and Taiwan since December 1st 2022.
Guess and 88rising have a long history together as partners since they’ve worked together for 5 years starting in 2017. 88rising, formerly known as CXSHXNLY, was founded by Sean Miyasho who says the American music company as a “hybrid management, record label, video production, and marketing company”. It is no surprise GUESS released a collaboration with another top artist agency.
But what GUESS does best with these collaborations lies within the consistency. It’s easy for a brand to get lost within the business side of things, as collaborations is an efficient way of receiving notable PR, exposure, marketing and overall garnering a bigger audience. Yet, GUESS never loses their sight. They know their target audience, and release designs that cater to what the audience wants.
Unlike GUESS, many brands forget to work with their brand image. For example, throughout the collections’ design you can see the iconic triangular typography GUESS logo on each product. Sticking to their, branding guideline which adds a sense of pre existing familiarity. But the designs still feel fresh as the graphical elements aren’t bound to just what GUESS wants. It merges 88rising’s fun elements too.
My favorite items have to be the Guess Originals X 88 Rising crop double happiness tee in French Rose and the crewneck sweater in Smart Blue. I like how they used a triadic color scheme, which adds contrast to the designs. The elements of dragons paired with quirky fun typography adds a very nice touch of soft edginess which is versatile with any outfit. Personally, I would describe them more as casual streetwear and would pair those items either together, or with a lose fitting, earth-toned trucker pants. But of course, the versatility of the designs can be paired with so much more which makes it fun to play around with.
I would definitely cop these items and add them to my personal collection of pre existing GUESS clothes. To those who are eager to get them as much I am, make sure to visit GUESS website for further details
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