“I am also a huge fan of his music, particularly because reggaetón is about positive energy and messages. “I was extremely impressed with his knowledge of contemporary art, fashion and culture, and we connected immediately, realizing that we share the same values and passions,” Marciano says. Paul Marciano, Chief Creative Officer of GUESS?, Inc., says he had been trying to work with Balvin since a chance meeting at ComplexCon in 2017. The early stages of the partnership were formed when the singer approached Guess to co-design merch for his “Vibras” tour, which took the singer around the world through much of last summer and fall. Vibras was certified 8-times platinum by the Recording Industry Association of America’s Latin program, and Balvin went on to be the most-nominated artist at the 2018 Latin Grammys.įor the Colombian-born Balvin, the Guess collaboration is the latest way he’s trying to share his passion for Latin music, fashion and culture with a larger audience. “As someone that was interested in fashion from a young age, I grew up with the Guess brand,” Balvin says, “and I always respected and identified with the Marciano brothers’ history of taking influence from the country and culture of their heritage, and fusing it with the spirit of the United States.” Released last May, the album spawned the hit single, “Mi Gente” ( stream here), which topped the charts in more than a dozen countries and spawned a Beyoncé-led remix that peaked at Number Three on the Billboard charts. The new campaign, dubbed “Vibras,” was inspired by Balvin’s album of the same name and aims to capture the same feeling and “good vibes” of the singer’s colorful, high-spirited release. Balvin has been announced as the face of the Guess Spring 2019 campaign, making him the first Latin man to front a campaign for the international fashion brand. J Balvin has made his mark on the mainstream music charts, and now the reggaeton star says he’s coming for the fashion throne too.
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