GUESS, the global lifestyle brand famous for its iconic ad campaigns and trendsetting denim has teamed up with the nation’s #1 record label and industry market share leader Republic Records to co-create GUESS Music.
The first GUESS Music joint project will launch this Sunday, August 28th with a 24 hour premiere on GUESS.com of Republic Records artist Ariana Grande’s latest song “Side to Side,” featuring Nicki Minaj—which they will perform at the VMAs. Ariana wears and introduces GUESS’ new athletic line in the music video. Viewers will have the chance to shop looks inspired by Ariana’s outfits in the video on GUESS’ “get Ariana’s look” merchandise page.
GUESS Music is a high energy platform that pairs two industry powerhouses to bring together the world of fashion and music. GUESS Music will connect established artists from Republic’s roster and beyond, and young emerging talent with designers to create accelerated artistic inspiration and exposure.
This collaborative effort yields the unique opportunity for new content to be seen by the millions of followers and hundreds of industry leaders associated with GUESS and Republic Records. In addition, GUESS Music collections will be sold worldwide to celebrate the release of new music by this group of diverse artists, further exposing their art to a larger audience. This innovative talent discovery program represents the collective vision of both Republic Records and GUESS to elevate the next vanguard of superstars into the global spotlight.
Paul Marciano, Co-founder and Chief Creative Officer for GUESS? Inc. has been discovering new talent for years such as Claudia Schiffer, Elsa Hosk, Kate Upton, Anna Nicole Smith, and Gigi Hadid, launching their careers as international supermodels. Now, he is adding music talent discovery to his portfolio. Together, GUESS and Republic Records will identify up-and-coming artists who can cross-collaborate.
“Discovering new talent has always been a passion of mine. I have been blessed and lucky to discover so many new faces within the modeling world. I am thrilled to experience this new venture with my friend Charlie Walk,” says Paul Marciano. “Co-creating this new type of artist discovery platform with Republic Records, the music industry’s #1 record label group for multi-platinum, award-winning legends, is such an honor. I am confident that this unique partnership of music and fashion will bring attention to up-and-coming musicians and launch careers in the same way that our iconic advertising campaigns have done in the past.”
“I came to Paul and was inspired by his love and understanding of how music and fashion drive each other,” says President of Republic Label Group Charlie Walk. “So, we created GUESS Music, an open door music and fashion platform that gives the ability to collaborate with the biggest artists in the world, while additionally helping to launch the next generation of superstars. We wanted to create the opportunity to discover new music together globally.”
GUESS, the official Title Sponsor of the Republic Records VMA after party will commission their very own GUESS models to recreate the opening scene of the music video at the party. This exciting partnership is only the beginning of what’s to come for GUESS Music.