So after this, my most recent, visit to the Guess? showroom to preview the Fall 2010 collection of their young adult line G by GUESS, I was able to clear up misconceptions I previously held about the work hours of their design team. Guess? has several lines aimed at different markets and releases new merchandise in more seasons than the average brand. For example, where most brands combine Fall and Winter into one season, Guess? has separate Fall and Winter collections. I originally thought (foolishly now that I think about it) that there was one design team that produced all of these items. With the sheer number of collections they come up with per year, including accessories, you can only imagine what was running through my head. I was floored at how fast this team switched gears and I seriously thought that they never slept. Anyhow after a very thorough investigation (I decided to just ask), I found out that there are several teams for each line. Makes sense. What the heck was I thinking? Now I feel less exhausted for this group as I previewed the new season.
G by GUESS was launched in 2007 as a line for the young and trendy. Although, they find influences in other areas during various seasons, the core inspiration of the brand is vintage California, the LA music scene and the laid back lifestyles associated with them. Menswear, which usually takes a backseat to womenswear, really captured my attention this time around. The jeans offered were varying enough to be appealing to the tastes of different individuals. Stiff, dark, raw denim with selvage pockets is guaranteed to attract those discerning, denim snobs. Dark gray, waxed coated skinny jeans for men have hipster written all over them. Stylized Union Jacks could be found on the pockets of several pairs of mens' jeans and paid homage to British punk bands while still retaining that California cool. Speaking of pockets, I was intrigued by a pair of jeans that had one of the most interesting back pocket treatments I've seen to date called "silicone embossing". Silicone embossing is a technique where fabric is put into a mold and silicone is injected on the backside producing an embossed effect on the front of the fabric.
Women's jeans were on par with current trends and most major must-haves were being offered. There were, however a few surprises. Two trends, normally separate, were combined when denim leggings were destructed with rips and tears. The inclusion of Fall shorts, intended to be worn with tights or leggings and usually made of heavier fabric, are an indicator of what fashion-forward trendsetters will be wearing come September. Guess?, overall, does denim dresses very well and I'm always impressed by what they include among all of their lines. This time, for G by GUESS, there was a gray corset-style dress complete with decorative stitching. I was only disappointed that they didn't do more.
On a side note; it was a pleasure to be able to design two looks for the upcoming G by GUESS lookbook. I've never fancied myself a stylist, so I found the experience to be quite fun. Check out the two fully clothed mannequins, one for men (above) and one for women.
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