GUESS USA, the division of GUESS specializing in collaborations and premium garments, is preparing to go through an important period of rebranding. To start this new chapter, the sub-label has cleaned up its Instagram profile, leaving room only for a photo that anticipates a rather unexpected partnership. The brand has in fact chosen to enlist Eli Russell Linnetz to shoot a campaign dedicated to the new collection designed by creative director Nicolai Marciano and inspired by the brand's archive.

The founder of ERL, Eli Russell Linnetz, who before becoming popular with his label worked on several projects with Kanye West, Lady Gaga, Teyana Taylor, Nike and COMME des GARÇONS, therefore has the task of re-establishing the identity of the company through his shots that recall the sexy aesthetics of the nineties.

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