GUESS returns its gaze to Los Angeles, but this time from the immediacy of a screen. Amelia Gray is officially a GUESS Girl, and she is one under new rules: no photographer, no imposed styling, and no convoluted narrative behind it. The campaign functions more as a cultural movement than as a traditional advertising campaign.
In ‘idk… GUESS.’, signed by GUESS JEANS, everything is built on the total authorship of talent. The images and videos have been shot entirely with iPhone 5c by the protagonists themselves. Everything is uploaded as it happens.
The incorporation of Amelia Gray does not follow the classic logic of a “campaign face.” There are no rehearsed poses or constructed characters. Instead, there is a model who fits naturally and, like Perfe Sion, into an imaginary world where identity is not manufactured but updated in real time with a call to the audience to create the content itself.
The concept was born from Nicolai Marciano and marks a turning point for the brand. idk… GUESS unfolds like a total guerrilla operation: physical billboards scattered throughout the city coexist with strong social activation, without editing. The digital no longer amplifies the physical, but contaminates it directly.
The GUESS girl is no longer a closed archetype. She no longer represents a homogeneous fantasy, but rather a sum of perspectives. She takes the photo, chooses the angle, uploads the content, and writes a caption that reflects the version of herself that is most relevant at that moment. The contamination I mentioned in the previous paragraph is in the outcome: all that content created in the privacy of their lives can end up becoming a billboard.
The campaign is structured around what could be called create mode: anomalous language, non-normative codes of life, and an aesthetic that shuns any form of classic spectacularization. It is her, the GUESS girl, capturing herself. Without intermediaries.
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