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5th Annual Shorty Social Good Awards Categories

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From the 12th Annual Shorty Awards

GUESS J Balvin Campaign

Finalist in Fashion

About this entry

Global fashion brand teamed up with the global music superstar to create an exclusive ‘GUESS Vibras’ capsule collection designed by J Balvin. Hailing from Medellín, Colombia, J Balvin is now one of the top streaming music artists in the world, regardless of language, and has developed a legion of fans represented by over 65 Million social media followers. Balvin is leading a second generation of Musica Urbana stars that have propelled Latin music to an unprecedented global embrace.  Simultaneously, Balvin has become Latin music’s strongest cultural envoy to both the fashion and pop art communities, while becoming one of the music industry’s most in-demand collaborators, and worldwide major festival performers.

About GUESS?, Inc.

Established in 1981, GUESS began as a jeans company and has since successfully grown into a global lifestyle brand.  Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores as well as better department and specialty stores around the world. As of November 2, 2019, the Company directly operated 1,174 retail stores in the Americas, Europe and Asia. The Company’s partners and distributors operated 569 additional retail stores worldwide. As of November 2, 2019, the Company and its partners and distributors operated in approximately 100 countries worldwide. For more information about the Company, please visit www.guess.com.

Why does this entry deserve to win?

In spring 2019, GUESS launched ‘GUESS Vibras’, a vibrant 42-piece capsule collection designed by multiple Latin Grammy award winner, J Balvin. The collection was available in stores and online.

“Everything in this capsule is very 90’s Miami inspired,” says J Balvin. “The collection is about ‘Vibras’; nice energy nice vibes, just smile and that’s what we need, all love. Partnering with GUESS and designing my first collaboration with a global brand has been a dream, and this really is just the beginning.” 

Nicolai Marciano, Director of Brand Partnerships for GUESS?, Inc., speaks to the capsule saying, “J Balvin is full of life and good energy. The entire collection is about vibes and what he represents to the culture and the music. Watching him express that through the GUESS lens in the campaign and his influence on the clothing and colors was transformational and a first for GUESS. To be able to make this happen with J Balvin and with GUESS is a special moment in time.”

“Watching the chemistry between J Balvin and Nicolai during the design process has been a great learning moment for me,” says Paul Marciano, Chief Creative Officer for GUESS?, Inc., “I was able to see how millennials think, create and translate what fashion means today for them. There are no rules!”

Results

The 42-piece ‘GUESS Vibras’ collection, inspired by Balvin’s chart-topping “VIBRAS” album, included a selection of ready-to-wear and accessories for both men and women. Balvin’s personal style and colorful, risk-taking aesthetic was infused within each piece. His hands-on design input made this collaboration for GUESS another standout, bringing with it global appeal.

The campaign was a huge success garnering over 6 billion media impressions. The ads were featured in top fashion and lifestyle magazines, and billboards globally. The store events collaborated with J Balvin generated long lines in retail stores around the blocks. The products were sold out in stores and online quickly.

Media

Video for GUESS J Balvin Campaign

Produced by

GUESS

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners and honorees will be announced at the shorty social good awards digital ceremony on november 19!