GUESS unveils its holiday 2023 campaign against the coastal splendor of Bagni Alpemare in Forte dei Marmi, Italy. The advertisement pairs the heritage-rich Alpebella villa, a jewel in the Bocelli family estate, with the star power of Italian singer Matteo Bocelli and the captivating presence of Albanian model and singer Oriola Marashi.
This holiday season, GUESS weaves a narrative that is as much about familial ties as it is about fashion, with the villa’s storied past as a famed nightclub mirroring the brand’s legacy of glamour.
GUESS Holiday 2023 Advertising Campaign
Paul Marciano, GUESS’ Chief Creative Officer, infuses the campaign with a personal touch, celebrating his longstanding friendship with the Bocelli family. “I have had a very close relationship with the Bocelli family for many years, so the opportunity to implement the campaign at Villa Alpebella was an absolute honor for me,” Marciano reflects.
Marciano expresses his pride in Matteo Bocelli’s ascent to international acclaim, “I have known Matteo since he was a child and I am delighted to see how far he has come in fulfilling his dream of achieving international fame. This is a very exciting time in his career and I am delighted with his success.”
Discussing the holiday advertisement at greater length, Marciano says, “Matteo and Oriola are stunning; they complement each other perfectly, and Vicoolya and Saida perfectly capture the strong, iconic, and nostalgic mood of GUESS Holiday. Thanks to its history and beautiful scenery, the villa and the town of Forte dei Marmi were the perfect background to present the new collection.”
The Ukrainian photography duo Vicoolya & Saida bring the GUESS holiday collection to life through evocative imagery that is steeped in nostalgia. The visuals are a tapestry of contrasts, where Bocelli’s wardrobe’s crisp elegance harmonizes with the seaside setting’s timeless allure.
Bocelli’s sartorial outfits, featuring sharp tailoring and relaxed, sophisticated casual wear, encapsulate the GUESS brand’s contemporary and classic style.
Matteo Bocelli shares his enthusiasm for this landmark moment, “This is one of the most exciting periods of my life,” he says. “From releasing my debut album to touring and sharing my music with fans around the world, to being featured in a GUESS campaign. This is a great honor for me. Working with the entire GUESS team was great fun, and having the photo shoot in a place I call home made it an even more special experience.”
