Welcome to The Scoop, a weekly email series in which I ask fashion insiders to give me a piece of news they haven’t shared elsewhere.
This week’s guest is Guess Inc.’s chief new business development officer, Nicolai Marciano. Nicolai has officially worked for the company for 13 years, but as the son of co-founder Paul Marciano, that really means he started the job when he was zero. After spending a few years at the company’s factories in Los Angeles, Asia, and North Africa, Nicolai made his first creative stamp at Guess when he led the brand’s A$AP Rocky collaboration.
It was the first time Guess worked together with what he calls “an opinion leader” to create products that celebrated the archive and a campaign focused on storytelling. All things Nicolai stands for, and that are at the core of the new Guess campaign, which he just gave me the scoop on.
Hi Nicolai, what’s the scoop?
Becky G will be the new ambassador for Guess’s B Jean. The campaign is coming out on October 13, and we’re excited because it’s a different format for us. Guess has been known for traditional film photography, still images, often black and white… This campaign is very looped into music, movement, and film, which feels in line with the spirit of Guess, but also organic for someone like Becky.
Why did you choose Becky G as your ambassador?
Guess has always defined what sexy looks like for each era, and today that means a woman who’s confident and in control of her own image. We feel that Becky really embodies that completely. She is also from Los Angeles and is contributing to the Spanish-speaking music movement growing right now. We were one of the first brands to put a reggaeton artist on a global campaign with J Balvin in 2019. We have worked with Camila Cabello, Jennifer Lopez… So this is familiar territory for us, and Becky was the perfect fit.
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