Off the back (quite literally) of Jennifer Lopez’s electrifying, booty-shaking half-time performance at the Super Bowl, GUESS and MARCIANO have announced Lopez the face of their Spring 2020 advertising campaign, the second time the singer has fronted GUESS’s iconic campaigns.
Both GUESS and Jennifer Lopez boast their own breed of sexy, respectively. The former has basically made sexy an art form with their famous billboards and perfect cuts of denim, while Lopez has always stood as a pillar of strength and confidence in the industry, proud of who she is and how she looks. So what happens when the two American icons come together? A sizzling campaign almost too hot to handle.
Lensed by Tatiana Gerusova with art direction by Chief Creative Officer for GUESS?, Paul Marciano, the campaign recalls old Hollywood, juxtaposing California’s iconic topography with striking portraits of Lopez in flirty floral frocks, slinky evening dresses and form-fitting denim.
Both in saturated colour and black and white, the series of portraits evoke that irrepressibly glamorous spirit of a bygone era, or as Lopez so aptly put it: “a mix between an Italian film star from the 60s, mixed with Madonna from the 80s, mixed with Sophia Loren”.
With her strong sense of self, radiant beauty and ability to continue to push boundaries in music, fashion and film, Lopez proves the ultimate Guess girl. Of the collaboration, she notes: “Whenever I do a collaboration, I always think of a character that I can play and be and we had a lot of fun doing that with this campaign. The vibe this time was a mix between an Italian film star from the 60s, mixed with Madonna from the 80s, mixed with Sofia Loren. It’s so much fun to get into the character and to make that happen. The clothes and setting of the shoot really worked well together to make this campaign come to life.”