Guess is walking the catwalk with Republic Records for the launch of a new joint-project, Guess Music.
The first project through the collaboration will kick off this Sunday (Aug. 24) when Guess.com hosts a 24-hour exclusive premiere of Republic artist Ariana Grande’s latest single “Side to Side” featuring Nicki Minaj, which the pair will perform at the VMAs.
The integration between the fashion brand and music company runs deeper still. Grande wears and introduces Guess’ new athletic line in the clip, while Guess will return the favor by promoting a special “get Ariana’s look” feature on its merch page.
Guess Music’s ambition is to “connect established artists from Republic’s roster and beyond, and young emerging talent with designers to create accelerated artistic inspiration and exposure,” and opportunities will arise to create and sell collections connected to the release of new music by participating artists, according to a joint statement issued today (Aug. 26).
“I am confident that this unique partnership of music and fashion 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,” says Paul Marciano, co-founder and chief creative officer for Guess Inc.
“I came to Paul and was inspired by his love and understanding of how music and fashion drive each other,” adds Charlie Walk, president of Republic Label Group. “So, we created Guess Music, an open door music and fashion platform that gives the ability to collaborate with the biggest artists in the world, while additionally helping to launch the next generation of superstars. We wanted to create the opportunity to discover new music together globally.”
Guess will serve as the official title sponsor of the Republic Records VMA afterparty.