Guess (company)

Claudia Schiffer's first Guess campaign, 1989 The campaign that gave a mid-priced jeans label a whole visual identity. Paul Marciano paired photographer Ellen von Unwerth with a young Claudia Schiffer, and von Unwerth's black-and-white pictures, with Schiffer in denim and a lace bustier, made her a star and made Guess look like a European film rather than a mall brand. The style became the Guess look for years, copied by every denim company that wanted a bit of glamour. Its staying power shows in what happened next: Marciano, von Unwerth and Schiffer reunited for the brand's 30th anniversary campaign, and the lace bustier returned with them.