DRESSING THE PART: Guess continues a streak of buzzy partnerships that have helped bring renewed interest to the brand, the latest being a deal with Colombian artist José Álvaro Osorio Balvin, or J Balvin to fans.
The Los Angeles denim firm said Tuesday it created a seven-piece capsule collection for the Latin Grammy Award winner’s tour, which kicks off Wednesday in Fresno, Calif. The collection is named Guess Vibras, in a reference to Balvin’s “Vibras” album.
The brightly hued offering includes colorblocking on a denim jacket and fanny pack and tie-dye hoodie and T-shirt among other items. The pieces, priced from $44 to $198, will be sold while Balvin is on tour in addition to Guess stores located near the venues for each of his concerts.
The collection is the latest in music merchandise that’s being more thoughtfully designed for beyond concert venues with Universal Music Group’s Bravado unit an early adopter of the concept for artists such as Justin Bieber and his “Purpose” tour merchandise or Kanye West’s multicity “The Life of Pablo” pop-ups.
Guess director of brand partnerships Nicolai Marciano called the offering in a press release “a special capsule transcending music into fashion.”
The Guess Vibras capsule is the latest in a raft
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