The American fashion brand has chosen Bollywood actress Priyanka Chopra to front its new campaign
Guess has always prided itself on bagging some of the world's most beautiful women to star in its campaigns. Former Guess models include Claudia Schiffer, who famously posed for the brand as a 17-year old in 1989 and then again for its 30th anniversary in 2012, Cindy Crawford, Drew Barrymore and, more recently, Kate Upton.
However, beautiful as these women are, Guess has never deviated from using white models in its shoots. That is, until now. The appointment of former Miss World Priyanka Chopra, marks the first time the American clothing giant has chosen an Indian woman to front one of its advertising campaigns.
Speaking to WWD about her high-profile new fashion role, the 31-year old Bollywood actress and former Miss World, said:
'Being the next Guess girl was something that I would have never thought of, but when I met Paul [Marciano, Guess creative director], he was like, 'You're it. It has to be you.' I'm like their first brown model.'
'Priyanka's confidence, strength and sensuality reflect the qualities I always look for in a model,' Paul Marciano, founder of Guess, told WWD. 'She reminds me of the young Sophia Loren and the top actresses of the 1950s. With the Indian movie industry exploding on a global stage, and GUESS having a brand presence in 87 countries, we could not have found a better global brand ambassador. Choosing Priyanka reinforces our celebration of multi-talented, dynamic and accomplished women.'
'For a global fashion brand, for them to move their campaign into a global space, for me it's an honour,' continued Priyanka.
For an industry routinely criticised for its lack of racial diversity, Guess has certainly made a step in the right direction.
By Olivia Marks