Guess Music brings together music and fashion worlds

Los Angeles - As a global lifestyle brand, Guess has become renown for its iconic denim and campaigns. Guess has partnered with recycling initiatives, controversial campaigns, and other organizations in the past. Mixing things up a bit, the brand has incorporated music into its future partnership. Guess just recently announced that it has teamed up with industry market share leader and record label Republic Records for a new venture: Guess Music.

The new partnership announced presents Guess Music, which launched today on Sunday, August 28. The launch kicks off with a 24 hour premiere of Republic artist Ariana Grande’s latest single, “Side to Side (feat. Nicki Minaj).” The premiere, which also will be performed at the VMAS, takes place on Guess.com as Guess Music’s first musically inspired aspect of the clothing brand. Ariana Grande wears Guess’ new athletic line which is newly introduced, in the music video. On the website, shoppers will be able to also shop looks that are inspired by the artist’s outfits in the video with a “Get Ariana’s look” page.

Guess Music debuts this Sunday as new project

The platform Guess Music is meant to pair together two powerful industries on a global scale. Fashion and music are both so intertwined in their industries, that it only makes sense for Guess to capitalize on this partnership. “I came to [Guess’ founder Paul Marciano] and was inspired by his love and understanding of how music and fashion drive each other,” said Charlie Walk, president of Republic Label Group. In the future, Guess Music will connect established artists from Republic Record’s roster and also other musicians to inspire artistry and increase exposure. The collaborative pairing also allows for a wider audience for new content provided by Guess Music.

Ultimately, the goal of the collaboration is to bring together the worlds of music and fashion in one platform. These collections will be sold internationally at the same timing of new music from these artists. This will further expose artist work including both their music and artistically driven unique fashion styles. Along with already established artists, Guess Music will also partner with emerging new talent and younger performers. “Discovering new talent has always been a passion of mine,” Paul Marciano said in a statement.

The creation of Guess Music only leads to more collaborative efforts joining both industries of creative workers. The idea of this project also comes from Guess’ ambition to move into new territory when it comes to exposing and growing its brand. Although Guess has been known for its memorable ad campaigns in the past, Guess Music is a way to bring something new for the company. With the new initiative, Marciano says he is “confident that this unique [partnership] will bring attention to up-and-coming musicians and launch careers in the same way that our iconic advertising campaigns have done in the past.”

Photo Source: Guess, Inc.