Guess taps Joe Jonas to launch new underwear line

By

Jennifer Braun

Published
Jan 12, 2017

Guess announced on Wednesday recording artist, actor and social media sensation, Joe Jonas as the face of the ready-to-wear brand’s new underwear line.
 
Baptized “Hero”, the line offers an array of boxers and briefs, as well as a mixture of t-shirts and tank tops featuring Guess’s iconic triangle logo across the front.
 
The launch of the “Hero” line reflects the company’s strategy to strengthen its Underwear & Beachwear business categories, aiming for global expansion with a focus on the American, Northern European and Asian markets. The line is set to launch this February.
 

The singer stars in the advertising campaign alongside Charlotte McKinney in a series of seductive images that showcase the inaugural men’s underwear line and also the women’s lingerie collection.
 
“I am very excited to have Joe Jonas on-board as the newest face of Guess. Joe is a cool and charismatic young man who embodies all of the characteristics of Guess’ DNA – sexy, young and adventurous”, says Paul Marciano, Chief Creative Officer & Executive Chairman of the board, in a news statement. “This is the first time in Guess’ history that the brand has commissioned a male star to be in our underwear advertising campaign, and I am looking forward to watching our new Guess Man shine in the spotlight.”

The campaign was art directed by Paul Marciano himself and shot by celebrity and fashion photographer Yu Tsai. 

Guess began as a jeans company and has since successfully grown into a global lifestyle brand.  It was established in 1981.