GUESS teams up again with J Balvin for the Amor collection
The 47-piece collection includes pieces for men and women as well as selected models for children. Prices range from $14 for socks to $148 for a varsity jacket. It features bright, pastel colors with graphics including hearts, swirling stripes and clovers that set the playful vibe of the collection.
GUESS Originals, a collection from the To guess brand, has released a new collaborative collection with musician J Balvin inspired by his documentary “The Boy from Medellín”. The GUESS Originals x J Balvin Amor Collection builds on the GUESS DNA of elevated graphics and fabrics while focusing on J Balvin the person and their mental health journey.
Balvin and GUESS first met in 2017 and began discussing the possibilities of a collaboration soon after. The iconic California company and the musician share similar interests in fashion, art and more and, after developing a personal relationship, decided to collaborate after realizing how compatible Balvin’s global voice is with the global brand presence. The collection presents messages of “amor y paz” (love and peace) and is intended to be a renewal of happiness and positivity and above all pushes for self-love.
“With José’s voice and our platform, we thought it could be very meaningful to spread positive messages. He’s always been positive since we’ve been working together. color, but this time we wanted to make a more literal statement. The more awareness, the better,” said Nicolai Marciano, Director of Brand Partnerships and Marketing and Chief Creative Officer of Guess Originals.
Balvin has long been a mental health and wellness advocate after speaking out about his struggles with anxiety and depression. In addition to helping de-stigmatize mental health in the Latinx community, Balvin is set to launch his own bilingual, interactive mental wellness app, OYE, in fall 2022.
“Throughout my own journey in the field of mental health and wellbeing, I have been inspired and committed to bringing resources to more people around the world. With OYE, we have created a community-driven platform that will provide engaging and accessible emotional wellness practices for everyone,” Balvin said. “Everyone’s health journey is different and deeply personal. We wanted to not only encourage and empower people to prioritize emotional and mental health, but also provide various opportunities for the global community to creatively build their own worlds of wellness.
The 47-piece collection launched on May 12 and includes pieces for men and women as well as selected styles for kids. Prices range from $14 for socks to $148 for a varsity jacket. It features bright, pastel colors with graphics including hearts, swirling stripes and clovers that set the playful vibe of the collection.
The men’s portion of the collection features a new take on the classic GUESS cargo pant with a relaxed fit and raised twill fabric. The main rooms have been enhanced with vibrant graphics to fit the overall theme of the capsule. The women’s portion of the collection includes a variety of graphic shirts, swimsuits, tops and matching sets. Brightly colored accessories, crochet tops and dresses lean on the summery theme featured throughout the collection.
“The Amor collection is a very personal expression of José’s style. It’s much more focused and refined than previous collections that we’ve done just based on how the relationship has evolved. Really fun and vibrant colors, positive messages, comfortable fabrics and fits,” said Marciano.
Campaign video director Colin Tilley said, “Collaborating with GUESS was a dream, collaborating with José is always something special, and combining the two for this epic campaign is one for the books! We wanted to celebrate togetherness.
GUESS and J Balvin previously teamed up for a collection inspired by his 2018 album “Vibras.” Merchandise was made available at J Balvin’s concerts and at GUESS stores near performance venues before being released widely in early 2019. The Vibras collection marked the brand’s first-ever celebrity campaign to feature a Latino male as the face of the campaign. The collection was followed by the Colores collection, inspired by Balvin’s “Colores” album, which for the first time also included pieces for men and women as well as for children.
Photos courtesy of GUESS.