Guess introduces its latest athletic line to the American public via a music video featuring Ariana Grande’s new hit, Side to Side.
Guess has partnered with United States based record label, Republic Records, to create Guess Music. The venture launched recently with a 24-hour premiere on the denim-maker’s website starring the label’s Ariana Grande and her single, Side to Side, featuring Nicki Minaj.
In the music video, she is seen donning the new athletic line by the designer—a move aimed at introducing the range to the American public. Viewers stand to shop for the looks inspired by Grande’s outfits from said clip via the brand’s ‘Get Ariana’s Look’ merchandise page.
Guess Music is a platform pairing two industry powerhouses to fuse together the elements of fashion and music. The channel will connect established artistes from Republic’s roster as well as emerging talent with designers to develop artistic inspiration and exposure.
The tie-up yields the opportunity for fresh content to be seen by the millions of followers and hundreds of industry leaders associated with both marques. The project’s collections will be sold worldwide to celebrate the release of music by a group of diverse artists.
“Co-creating this platform is such an honour. I am confident the partnership will bring attention to up-and-coming musicians and launch careers in the way our iconic campaigns have done in the past,” said Paul Marciano, Co-founder and Chief Creative Officer for Guess.