“She was a turning point of Guess … Guess was a turning point of a life for Claudia,” CEO and creative director Paul Marciano tells WWD. The first iconic photo of her, wearing nothing but a black lace bustier, “made her career in my view, and that made Guess a different company. Everybody talked about the Guess girl.”
For the new campaign, Schiffer was shot in Sorrento, Italy, under the creative direction of Marciano — who was on set for her first-ever Guess shoot — and by Ellen Von Unwerth, the photographer who took that original, iconic portrait.
“Guess will always have a soft spot in my heart, and I’m excited that 23 years later we can still work together so successfully,” Schiffer, who starred in six campaigns from 1989-1991, tells WWD. “Shooting the Guess 30th anniversary campaign was like going back in time. It brought back so many great memories.”
The clothes featured in Schiffer’s new campaign — inspired by her and a slew of former Guess girls — will be available at the brand’s stores and Bloomingdale’s nationwide on April 19. Look for a lace bustier (of course!) plus jeans, wide-neck T-shirts, a sheer leopard-print blouse, a sleeveless black-and-white gingham top and more. Tell us: What do you think of Schiffer’s sexy new campaign?
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