Guess unveils Fall 2016 campaign featuring Hailey Baldwin
Guess found its new face for the company in 19-year-old model Hailey Baldwin. The young model stars in the company’s Fall 2016 campaign, which also marks as her first campaign for the brand.
Baldwin and Guess shared images of the campaign on social media. Photographer Rayan Ayash shot the campaign that features Baldwin in a denim jumpsuit, in a pink lace high-collar crop top with distressed jeans, in a black leather jacket with pink flower sleeve details and an embellished denim jacket among other styles.
Prior to the Guess campaign, the IMG model and daughter of actor Stephen Baldwin appeared in the Ralph Lauren Denim & Supply Spring 2016 campaign, appeared in issues of Teen Vogue, Love Magazine, Wonderland and L’Officiel Netherlands, and walked in the Tommy Hilfiger Spring 2016 and Fall 2016 shows among others. She became the face of Guess after her friend and fellow model Gigi Hadid, who starred in the brand’s Spring 2016 campaign, parted ways for Tommy Hilfiger with whom she has an exclusive contract.
Guess aims to finally put an end to its sales woes. The company has failed to meet sales expectations for numerous quarters. The company in February launched e-commerce in the Middle East, opened its flagship store in Moscow and launched lingerie in the US in May, and in June launched its first sustainable denim line. In addition, Guess partnered with fashionable rapper A$AP Rocky on a capsule collection that launched in February.
Baldwin has 6.5 million followers on Instagram and close to 1 million followers on Twitter; only time will tell if her popularity can lead the company to positive numbers.
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