GUESS teams up with pop group, GENERATIONS from Exile Tribe to launch a capsule collection featuring designs by LA-based artist and filmmaker, Oliver Payne. For the second time, the seven-member music group brings their high energy, style and talent, to create a union of both fashion and music.
The GUESS x GENERATIONS capsule collection features a variety of everyday styles. The collection ranges from short and long sleeve tees, coaches’ jackets, hoodies, crewnecks, denim jackets, jeans, sweats, and track pants. Each piece highlights the GUESS and GENERATIONS branding in a variety of ways while bringing the collegiate prep style to the forefront.
“Coming off a very well-received first collection with GENERATIONS in 2018, we’ve continued the dialogue for volume II. Being able to bring in an artist like Oliver Payne has added a different layer to the relationship and project. I’m a big fan of Oliver’s work in the art world and he brought in an interesting twist to the story we are telling with GENERATIONS,” said Nicolai Marciano, Art Director & Director of Brand Partnerships at GUESS.
To kick off the capsule, an invite-only press event will take place in Tokyo on February 28th followed by a pop-up experience at B Space in the Omotesandō area from February 29th – March 2nd. Expect a wider Tokyo release on March 7th at GUESS stores in Japan. Following the initial launch, the collection will also be available in select GUESS locations all across Asia.
GUESS x GENERATIONS collection will be available starting in March 2020 at GUESS Pavilion.
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