GUESS announced multiple Latin Grammy Award Winner J Balvin as the face of the GUESS Spring 2019 campaign. The singer stars in the advertising campaign alongside models Sofia Jamora, Kara Del Toro, Xian Mikol, and Gabriela Giovanardi in a series of images shot in Miami, Florida.
Hailing from Medellín, Colombia, Balvin is a leader of the second-generation reggaetón revolution propelling Latin Urban music o global success, with eleven #1 Latin singles, more than 50 million social media followers, and over 10 billion total YouTube views. He is currently leading the nominations for this year’s Latin Grammy and Latin AMA Awards.
“It has been a blessing to change the game with GUESS by bringing the fashion world into some of the tour merchandise for the VIBRAS tour. It’s been a perfect fit for my style, and the reaction among fans has been so wonderful. I’m very happy to now bring our partnership to another level,” Balvin says.
The campaign captures Balvin wearing a selection of pieces from the ‘GUESS Vibras’ capsule throughout the streets of Little Haiti, a popular Miami neighborhood.
“I am thrilled to launch this new collaboration with global music superstar, tastemaker and innovator, J Balvin,” says PaulMarciano. “When we met last year at Complex Con, I was extremely impressed with his knowledge of contemporary art, fashion and culture. We connected immediately, realizing that we share the same values and passions. I am a huge fan of his music, particularly because reggaetón is about positive energy and messages. Through the years, Balvin has played an integral role in rapidly changing the entire landscape of pop music as a reggaetón singer and I am always inspired and energized to work with these types of creative forces.”
Look for these J Blavin ads beginning mid-January 2019 in top fashion and lifestyle magazines, GUESS’ social platforms, and in GUESS retail stores.