Guess expands the retail network. The Los Angeles brand has in fact just inaugurated a pop-up store on the first floor of the store of the same name in via Torino in Milan. 100 square meters that present a vast assortment of the Guess Originals collection, introduced for the first time in 2016, with a particular focus on the latest capsule launched by the label, Go summer 21. The capsule, which includes tops, pants, dresses, hair and garments in denim, it takes inspiration from the style of Californian surfers, drawing on the graphics from the brand’s archives.
A crew of Gen Z influencers and tiktokers took part in the opening, from Matteo Andreini, Noah Planas, Roberto Magro, Antony Nano, Tommaso Benedetti a Swami Caputo, Jashlyn Cabal Gonzales, Greta Menchi, Matteo Demartini e Le Twins, in a local digital amplification project. The temporary store was in fact the scene of interactive challenges and social choreographies, which saw the boys and the new collection as protagonists. Not only during the evening, but also the following day, customers were able to customize the line’s T-shirts live with two graphics dedicated to Milan: the Duomo and the famous Madonnina.
In Italy, the Guess pop-up store, which has recently renewed its eyewear license with Marcolin (to see MFF of 10 June), is part of a national network of 80 retail stores and 24 outlets. The collections of the Originals line are available at major specialist retailers globally, in selected retail stores and on guess.eu. (All rights reserved)