Contributing Monkie Sarah Backhouse
Published on August 15, 2008
Guess? set the bar for sexy advertising. From the former campaign bombshells (Claudia Schiffer, Anna Nicole Smith, Adriana Lima and Paris Hilton) to their current cover girl Bianca Balti, the spitting image of young Sophia Loren, who can stop traffic with her mesmerizing…smile. Sex appeal has been the winning formula behind the Guess? clothing, accessories, shoe and handbag empire. What Guess? isn’t known for is sustainability. Until now.
Putting the sweatshop labor scandal of the nineties well behind them, Guess? is doing a good turn for the environment by releasing their eco-friendly line, Guess Green, to be released later this Earth Day month. First item to get the ethical make-over? Jeans, naturally. The “pinched ankle boot cuts” are made from chemical dye-free organic denim and would pair perfectly with their organic ribbed tank “embossed with a smudgy earth and peace sign”. The hand tags are made form recycled paper and printed with soy-based ink. 10% of the proceeds will go to the Environmental Media Association.
Great stuff, but quite a departure from their usual tight ass jeans, bustiers, big hair and bling. I wonder who’ll be the campaign model for the Green line? I’m sure it will be someone with a really lovely smile.