Guess has teamed with J Balvin for an upcoming capsule collection inspired by the singer's latest project Vibras.
The iconic denim brand announced the partnership Thursday, just hours before Balvin took home the award for Urban Music Album at the 2018 Latin Grammys.
"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," Balvin said about the collaboration. "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."
Of course, Balvin will star in the capsule campaign alongside models Sofia Jamora, Kara Del Toro, Xian Mikol, and Gabriela Giovanardi. The ads, which were shot in Miami by photographer Tatiana Gerusova, aimed to reflect the spirit of Vibras and Balvin's Latin roots through the use of bold colors, street art, and tropical backdrops.
Guess' CCO Paul Marciano said he was introduced to Balvin at the 2017 ComplexCon, and immediately clicked with the "Mi Gente" singer.
"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," Marciano said. "Through the years, Balvin has played an integral role in rapidly changing the entire landscape of pop music as a reggaeton singer and I am always inspired and energized to work with these types of creative forces."
The campaign will officially launch in early 2019. You can get a taste of the capsule in the images above and below.
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