Nicolai Marciano Announces New Campaign with Becky G as Ambassador

Nicolai Marciano, chief new business development officer at Guess, is sharing some exciting news about his company's latest campaign and new ambassador.

Nicolai has a deep understanding of the brand, having worked for it for 13 years. His tenure began when he was just a child, as his father Paul Marciano co-founded the company. Nicolai spent time in various locations, including Los Angeles, Asia, and North Africa, where he gained insight into the production process.

One notable project that showcases Nicolai's creative influence is Guess's collaboration with A$AP Rocky. This partnership marked the brand's first work with an "opinion leader" to celebrate its archive through products and a storytelling-focused campaign.

The new Guess campaign, which Nicolai has given me exclusive information about, features Becky G as the brand's new ambassador for B Jean. The campaign is set to launch on October 13th.

This latest effort diverges from Guess's traditional approach of using film photography and still images in black and white. Instead, it incorporates music, movement, and film elements, reflecting the spirit of the brand while feeling organic for Becky G's involvement.

The brand's latest campaign features a new ambassador, Becky G, who embodies the modern definition of sexy - a confident and self-assured woman in control of her own image.

This vision aligns perfectly with Guess's long-standing tradition of defining what sexy means for each era, reflecting the evolving tastes and attitudes of its audience. The brand has consistently pushed boundaries by collaborating with influential artists from diverse backgrounds.

Becky G's involvement in this campaign marks a strategic move to tap into the growing Spanish-speaking music movement, which Guess was one of the first brands to embrace globally when it partnered with J Balvin in 2019. This experience has prepared the brand for its latest venture, as it seeks to connect with a younger audience.

The campaign's format is distinct from traditional Guess advertising, incorporating elements of music, movement, and film to create an organic and engaging experience that resonates with Becky G's style.

The challenge of creating a commercial collection that also feels creative lies at the heart of Guess's latest campaign. While not all of their previous efforts may have been desirable, the brand has shown it is possible to strike a balance between making a profit and producing something innovative.

Nicolai Marciano, a key figure behind the Guess brand, acknowledges that this balance can be difficult to achieve. He points out that brands like Chanel or Dario Vitale's work for Versace have successfully combined commercial appeal with creative flair.

Marciano believes that the secret to making a commercial collection exciting lies in celebrating and evolving the codes that define your brand. By tapping into these core values and combining them with the right talent, casting, and products, Guess aims to create something truly special.

The marketing strategy for this approach involves taking a hero product-led approach, where one or two standout items take center stage.

Focusing on specific products rather than an entire collection allows Guess to exert more control over its marketing efforts.

This approach is particularly effective in today's crowded market, where consumers are bombarded with a vast array of choices and messaging across various platforms.

By concentrating on one or two standout items, the brand aims to create a buzz around these hero products, drawing customers in and encouraging them to explore the rest of the collection.

The Allegra handbag is currently at the forefront of this strategy, having been launched just a few weeks ago with Irish influencer Maura Higgins as its face.

This campaign has already gained significant attention, and Guess plans to further amplify its reach through targeted promotions and partnerships.

Guess has also identified the B jean as another key product for this season's marketing efforts.

Guess has been producing high-quality jeans for nearly five decades, a legacy that its executives take great pride in.

This rich history allows the brand to draw from its own archives when creating new marketing campaigns, which is something that Nicolai Marciano, a senior executive at Guess, has been emphasizing in his work with the company.

Marciano's personal connection to the brand also adds an emotional depth to his efforts. He recalls buying his first pair of Guess jeans for himself many years ago and still feels a strong affinity for the brand.

As part of his current role, Marciano is focused on gaining a deeper understanding of the modern consumer, who may differ significantly from those that Guess catered to in its early days.

To ensure Guess remains relevant in today's market, Nicolai Marciano emphasizes the importance of understanding the modern consumer. He believes that everything should be centered around this individual, as they will ultimately determine the brand's direction.

In achieving a successful partnership between commercial and creative teams, Marciano suggests offering both groups the same perspective on their work. This means aligning their goals with those of the target audience, which can be achieved by focusing on consumer-centric initiatives. By doing so, both teams can share a common purpose and drive the brand forward.

Marciano's enthusiasm for fashion is evident in his admiration for Tom Ford's recent show at Haider Ackermann, labeling it one of the standout events from the SS27 shows. His praise serves as a testament to the impact that creative partnerships can have on the industry, highlighting the importance of collaboration and shared vision.