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Mar 30, 2017
By WGSN Insider
A$AP Rocky is slowly and purposefully racking up his fashion cred, and the slow and steady strategy is working. The rapper is no stranger to fronting fashion campaigns, Zalando and Dior Homme most recently, but who is counting right? What makes this latest one with Guess different, is that he moved from in front of the camera to behind the scenes to co-create this collection and the corresponding ad campaign. The first collection from this collaboration dropped in January this year, and now the fashion/music collab is back for spring 2017.
Building on the success of former offerings, launched with an NYC pop-up (that came complete with classic Nintendo games), the 90s aesthetic is still very strong in this latest drop. Look out for the logo centric tees and caps which are hugely popular with consumers at the moment. And this season the launch saw VIPs invited to a GUE$$ CLUBHOUSE in Los Angeles where they could play Pacman, enjoy unlimited candy, classic video games and skateboard, with the new collection on show for all to see (and Instagram of course).
— GUESS (@GUESS) March 15, 2017
“When it came to this collection I wanted to bridge the gap between youth and the past generations of GUESS. EITHER U IN OR U OUT” said A$AP Rocky. “GUESS Club plays off the traditional clubhouse infrastructure, from the color ways to the products, even down to the passwords, this capsule collection displays the Manchild within myself A$AP Rocky; so have fun kids.”
The collection is available online now (here) and at select Opening Ceremony stores. It’s a unisex collection, but with a focus on womenswear. Key shapes/silhouettes include: high and low-rise bell-bottom jeans in light to medium washes, oversized denim jackets, and classic logo tees with “GUE$$” across the front of the shirt.
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