Guess? is known for its sexy jeans – and its equally sexy advertising campaigns. Established in 1980, Guess? is a family business headed up by Paul and Maurice Marciano, who share titles as joint Chairmen and CEOs of the company. Paul is the brains behind the company’s iconic advertising, which takes its stylistic cues from the archetypal ’50s sex-kitten actresses including Brigitte Bardot. He’s picked up Clio and Design and Art Directors awards for his campaigns – which are often shot by Ellen Von Unwerth – and has established the Guess Girl as a symbol of American pop culture. Iconic models, actresses and all-round sex-bombs, including Claudia Schiffer, Eva Herzigova, Laetitia Casta, Drew Barrymore, Anna Nicole Smith and, in 2005, Paris Hilton, have pouted and preened on Californian beaches for Guess?.
Meanwhile Paul’s brother Maurice has overseen design direction and has also led the company’s commercial expansion since 1982. In 2003 Guess? registered a net revenue of about $636.6 million and sells in 36 countries worldwide.