J Balvin stars in the new campaign for the Spring 2021 GUESS X FriendsWithYou capsule.
In this latest collaboration between GUESS and FriendsWithYou ,the collection will feature colorful pieces, embroidery and vibrant designs that are meant to bring joy and positivity. These are statement pieces that are very much in line with the J Balvins colorful and vibrant fashion sense.
“GUESS has joined forces with FriendsWithYou to spark a movement, an opportunity to shape our world to be a happy place, a place where everything is FriendsWithYou,” said FriendsWithYou founders, Samuel Borkson and Arturo Sandoval III. “We believe that together we can create a peaceful and joyful world by celebrating our diversities and commonalities.”
This is not the first time the Latin Grammy winning artist has worked with both brands. Back in 2017, J Balvin was the first male Latino to launch his own line with GUESS. GUESS VIBRAS, a 42-piece, 90’s style inspired capsule was released online and in stores.
The 42-piece VIBRAS collection, which is inspired by Balvin’s chart-topping VIBRAS album, included a selection of ready-to-wear and accessories for both men and women. Balvin’s personal style and colorful, risk-taking aesthetic was infused within each piece. His hands-on design input made the collaboration a standout-global appeal.
Then in the summer of 2020 he released his second collaboration with the clothing brand, GUESS X Colores. Inspired by his latest album, this collection featured multi-color tie-dye pieces, cropped hooded sweatshirts, swimwear, bodysuits, joggers, accessories and Balvin’s signature matching two-piece tracksuits.
“What was interesting this time around compared to last time is that we really got to work with him from the inception of the album,” said Nicolai Marciano, Director of Brand Partnerships at GUESS. “I knew he was working on an album before it was called Colores and once it became Colores, we started working on the creative process and so as we were designing the collection as he was creating the album.”
His North American ARCOIRIS Tour was created in partnership with the immersive arts collective ‘FriendsWithYou,’ and he also featured the signature designs earlier that year at his headlining Coachella performance.
The GUESS X FriendsWithYou capsule features an assortment of statement pieces for men and women, and features a limited-edition capsule collection for kids. The pieces will feature cool embellishments such as embroidery and logos in vibrant colors. Cloud graphics – a signature FriendsWithYou design- will be splashed throughout the collection and serve as a nod to light and serenity. The collection has a big emphasis on diversifying techniques and was designed to provide each piece a unique feel.
“At GUESS, we’re always looking to inspire our customers,” says Brand Partnerships Director, Nicolai Marciano. “We want our clothes to provoke a sense of celebration. We aim to get people excited not just about the product, but about their own creative expression and the fresh new perspectives of artists worldwide. This collection is a celebration of FriendsWithYou and the art they bring to the world.”
The color palette consists of rainbow colors in the form of red, orange, yellow, green and blue.
The women’s assortment features a selection of tees, a polo shirt and short sets with a textured terry cloth and cloud print as well as cropped hooded sweatshirts, puffer jackets with cloud hoods, tracksuits and a matching denim set. Accessories including watches and backpacks will also be part of the collection.
The men’s collection mirrors the women’s bright color palette and features shirts, logo tees, hoodies and a matching denim set.
The capsule will be available beginning April 15th, 2021 at select GUESS retail stores globally and guess.com.