BY LEAH CAPOBIANCO
For its’ upcoming Holiday campaign the team at Guess dusted off their Western roots trading in their six-guns for samurai swords as they took the Guess girls to Japan. Plenty of advertisers play the Asian influence card with varying results typically depicting the protagonist in the ‘desirable’ light of a geisha. Not Guess, the ad campaign depicts warrior princesses in traditional Japanese setting and The Impression who got an exclusive first look at the full campaign likes the results like a good cup of warm sake.
guess japan.004The images, photographed by Chen Man who shot Guess’s last holiday campaign, are dripping with saturation and make stunning use of the environment including the divine views of Mount Fuji, where we see models Megan Williams and Karmay Ngai in the foreground as beautiful Samurai fighter princesses.  These shots radiate the persona of powerful women warriors and embrace the Japanese lifestyle as we see them shouldering Japanese swords, practicing Kendo, carrying a wagasa-style umbrella, and riding rickshaw.
guess japan.003guess japan.002guess japan.005The infusion of iconic Japanese lifestyle with the current appeal of red mini-dresses, black leather getups and sleek shimmery skirts has us admiring the creative direction of Paul Marciano, and the stylistic aptitudes of Satoshi Hirota. The campaign tells the story of a global connection between the two effervescent models, gracing the viewer with a dreamlike imagery displaying some of Japan’s most charming settings.
guess japan.001

guess-holiday-the-impressionThe holiday campaign will break in November and December issues including V, i-D, DuJour, Paper, and Los Angeles Magazine.


Creative Director | Paul Marciano
Photographer | Chen Man
Models | Megan Williams (Select Models London) & Karmay Ngai (Wilhelmina NY)
Stylist | Satoshi Hirota
Hair | Ryoji Imaizumi
Makeup | CoCo
Location | Tokyo and Mt Fuji, Japan