As a global lifestyle brand, Guess has released campaigns for just about every category of clothing. The only exception is men’s underwear.
That changes this coming March with the release of their Hero collection. The multi-talented Joe Jonas has been pegged to star in the upcoming spring campaign. He will be the face of the new offerings aimed towards comfort and accentuating the male figure.
“It’s the first time in history that Guess has commissioned a male star to be in an underwear advertising campaign,” stated Guess chief creative officer, Paul Marciano. “He’s a great talent who embodies all the characteristics of Guess’ DNA — sexy, young and adventurous.”
With photography by Yu Tsai and styling by Avo Yermagyan, the inaugural collection features the classic triangle brand logo, a waistband with the brand name and no inner label. Jonas is wearing them in the initial previews of the campaign. He is alongside Charlotte McKinney, who is shown sporting Guess’ lingerie herself.
“It feels great to be chosen by Paul Marciano as the male global ambassador for the new GUESS Underwear campaign with a focus on the GUESS man,” stated Jonas in a press release. “I am excited to be part of this amazing experience and to be able to represent the brand’s image.”
The collection will also be comprised of multiple styles that are expected to be staple options carried over into each season. Items in the collection will retail between $18 and $29 respectively when released this coming March.