Lopez provided hints about her new gig in her latest video for “Amor, Amor, Amor,” in which she wears a cropped Guess T-shirt with an oversized fur jacket.
Art directed by Guess Co-founder Paul Marciano and shot by fashion photographer Tatiana Gerusova, the Spring ’18 campaign draws inspiration from Lopez’s life as a performer in Vegas and actress in Hollywood. The company says images evoke classic Guess campaigns with influences of Lopez’s aesthetic and personal style.
“When I got the call from Paul Marciano asking me to become the new Guess Girl, I was thrilled and excited to be a part of such an iconic brand that I have loved since I was a teenager,” said Jennifer Lopez in a press release. “When I look back at early Guess campaigns through the years, you see all of these beautiful models and iconic images that Paul has created. It is a tremendous compliment to have been selected for Guess’ Spring 2018 campaign.”
Guess is legendary for using star power to in its campaigns. The company’s recent ’90s-inspired collaboration and campaign with musician A$AP Rocky has helped reinvigorate the brand’s image among Gen X consumers.
“Jennifer Lopez is a Guess Girl’s dream! She is an accomplished artist, she is iconic, and sensual,” said Paul Marciano. “Jennifer’s impact and influence continues to grow and this campaign celebrates the notion that women get more beautiful and talented as they gain life experience. Her beauty and class shine through this campaign and I am so excited Jennifer accepted to be our new Guess Girl and at the same time ‘Femme Fatale’ of Marciano.”