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ComplexCon 2018: How Nicolai Marciano Continues to Build Hype Around Guess

LONG BEACH, Calif. — Nicolai Marciano’s quietly spearheading a renaissance at Guess that’s made the denim brand highly relevant in a very short amount of time.
Marciano, the son of Guess cofounder Paul Marciano, serves as director of brand partnerships for Guess Inc. and Guess Jeans USA, the latter being the incubator division at the company that’s been on a roll in striking just the right deals with up-and-coming or under-the-radar brands many of which are hailing from the ultra hot streetwear world.
“It’s a big initiative for the brand,” Marciano said of the division. “Being able to activate these type of moments is something we feel really resonates with the younger demographic. So, beyond just making a collection, but creating an experience for them.”
The company’s most recent collaboration with London-based Places+Faces continued building on that theme. The capsule launched at ComplexCon this past weekend and just like last year, the Guess booth drew consistent lines out the door on both days as consumers snapped up pieces that played off of reflective materials and ambient camera film filters with tracksuits, raincoats, hats and striped tops.
Turns out ComplexCon was just the tip of the iceberg for the capsule. Marciano laid out the broader plans

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Via:: https://wwd.com/fashion-news/street-style/complexcon-2018-nicolai-marciano-continues-to-build-hype-around-guess-1202900348/