GUESS Originals' Latest Collaboration Taps into the Unexpected with Realtree

by SHOWstudio on 15 March 2023

The renowned American lifestyle brand Guess?'s GUESS Originals line celebrates vintage classics from their 30 year archive. A new collaboration with Realtree, the outerwear company known for their iconic camouflage pattern and authentic canvas fabrics, reimagines heritage workwear.

The renowned American lifestyle brand Guess?'s GUESS Originals line celebrates vintage classics from their 30 year archive. A new collaboration with Realtree, the outerwear company known for their iconic camouflage pattern and authentic canvas fabrics, reimagines heritage workwear.

On Tiktok, #archivefashion currently has 867.1 million views. The fast-growing Gen-Z consumer has a keen interest in fashion history, and luxury brands including Marc Jacobs and Prada are increasingly re-releasing iconic products from the archive to tap into this demand. Looking to their own past, rooted in Americana and European glamour, GUESS Originals is the brainchild of Guess?, modernising classic wardrobe staples for the present. Under the guidance of chief creative officer Paul Marciano, a decendant of the four Marciano brothers who originally founded Guess? in 1981, GUESS Originals kicked off with a 90s-inspired capsule with A$AP Rocky in 2019. Their latest collection, focused on heritage workwear, features a collaboration with outerwear brand Realtree.

Paying homage to American workwear, the collection debuts in a campaign captured during golden hour on a Texas ranch. Photographed by Lee Speilman and with videographer Davante Jolly also on hand, GUESS Originals ambassadors including Ish Cepeda, Robert Neal, Kevin White and Alex Midler make up a contemporary crew decked out in the GUESS Originals 'Carpenter' short, jeans, trucker jacket and belt skirt. The on-trend utilitarian silhouette is updated with camouflage-inspired prints by Realtree featuring leaves and branches, resulting in an ultimately modern vision of retro nostalgia.

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