Colombian singer and “Reggaeton’s Global Ambassador” J Balvin is back with another collaboration with GUESS. This time, it’s to debut his new album Colores. Inspired by the vibrance of his hometown Medellin in Colombia and the robust energy of its locals, the capsule collection is dripping with bold kaleidoscopic colors.
“It provided wonderful creative inspiration to envision a new album and corresponding new fashion collection together from the beginning--both connected to how I’ve been exploring new music through a lens of individual colors,” says J Balvin. “It has also been very exciting to shoot the GUESS x J Balvin Colores campaign in the city where everything started for me--to have this huge global campaign with GUESS, spotlight the vibrancy of the people and culture of Medellín. It is another opportunity to show the world how beautiful and amazing Colombia is, and the surging artistic vibes throughout the city and country.”
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The campaign features the chart-topping singer in his hometown of Medellín, Colombia, celebrating the capsule alongside models Jamea Byrd and Sara Orrego. The shoot was art directed by Nicolai Marciano, Director of Brand Partnerships at GUESS; styled by techno DJ and fashion model Sita Abellan; and shot by fashion photographer Tatiana Gerusova. The series of images spotlight Balvin wearing pieces from the vibrant capsule collection throughout the colorful streets of Medellín, where fans of all ages joined Balvin on his 2-day journey to shoot the campaign.
“It’s important to see our collaborative efforts with Jose continue to grow parallel with the partnership over time. What initially started as a collection has turned into year-round energy. We organically elevated the partnership to wardrobe his whole tour and dancers, large festival merchandise moments, amongst other one-offs opportunities. With this new collection, Colores, we really pushed ourselves collectively and we’re excited to unveil our most robust collection for men, women, and kids. Balvin’s passion and commitment as a partner is the ideal space to create within,” shared Nicolai Marciano, Director of Brand Partnerships for GUESS?, Inc.
The full GUESS x J Balvin Colores collection will be available at GUESS stores in SM Mall of Asia, Glorietta Mall, SM Megamall, Ayala Trinoma, Robinsons Ermita, Alabang Town Center, Ayala Cebu and online on June 26, 2020. Take a peek at the collection on GUESS’ website