The fashion industry has been heavily criticized lately for it's lack of diversity on the runway and in print. So much so, that heavyweights Naomi Campbell, Bethann Hardison and Iman recently launched the Diversity Coalition to take the industry to task; even calling out specific designers for their lack of minorities on the runway this past fashion week. GUESS ad campaigns are some of the most impactful, and of all the major retailers, there are only a handful that I can think of that are able to turn unknowns into household names. Choosing to have an Indian actress headline a global campaign could very well put them at the forefront of change. Whether that was their intention or not I can't say, but a company doesn't become as profitable as GUESS by being random. As for Priyanka, who has an English language pop album set to be released under Interscope Geffen, this could be her big break into the global mainstream.
The campaign itself was shot by Bryan Adams. Yes the Bryan Adams. The "Summer of '69" Bryan Adams. Amazing! I had no idea he was also a photographer. Did you? His expert eye captured Priyanka in black and white lounging in a Mediterranean villa looking sultry, playful and glamorous.
"Priyanka’s confidence, strength and sensuality reflect the qualities I always look for in a model. Priyanka reminds me of the young Sophia Loren and the top actresses of the 1950s. With the Indian movie industry exploding on a global stage, and GUESS having a brand presence in 87 countries, we could not have found a better global brand ambassador. Choosing Priyanka reinforces our celebration of multi-talented, dynamic and accomplished women.”
–Paul Marciano, Creative Director, GUESS
I'm looking forward to seeing this campaign launch and am curious to see if this will be another GUESS success story.