Guess is maintaining its track record for featuring up-and-coming stars with mega-watt sex appeal in its campaigns.
The Los Angeles-based denim brand inked a deal with Michele Morrone, the Italian actor and singer best known for his starring role in the steamy Netflix movie “365 Days,” to be the worldwide face of Guess Men’s. Morrone will star in the brand’s Fall/Winter 2020 holiday campaign.
Created by Guess’ chief creative officer Paul Marciano, the campaign was set in Lake Como, Italy, with rolling hills and ivy-covered mansions serving as a backdrop to the brand’s new collection of tailored menswear.
“This campaign marks the launch of our new Guess men’s collection, reflecting our new focus on elevated, classic, and high-quality styles which is perfectly in-line with Michele Morrone’s personality,” Marciano said in a statement.
Guess’ deal with Morrone follows successful campaigns with stars like Jennifer Lopez and Hailey Bieber. Morrone rose to fame during the pandemic when the controversial “365 Days” became Netflix’s most-viewed film. Morrone, Guess noted, has gained traction on social media rapidly, with roughly 10 million followers on Instagram alone.
“The moment I met Paul, I knew I found a new mentor and friend,” Morrone said. “We share the same values and goals. It’s an incredible feeling being able to have fun on set doing what I love, while having a sense of comfort that I’m now part of such an amazing family. Family and loyalty are important to me, and I want to take this brand and treat it as my own.”
Images from the campaign are set to appear in international magazines and Guess stores.