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Aligned with the spirit of the festival is Guess, a brand as synonymous with California as the palm trees that span across the region’s surroundings. “Guess is all about the American, Southern-Californian lifestyle, and I think Coachella is an amazing cultural moment which represents that,” says Guess USA designer Nicolai Marciano. “It's where music meets fashion meets art meets culture. People come from all over the world to play here and we are one of the few big fashion companies based in Los Angeles and Palm Springs is our back yard. There's so much inspiration in this desert so it's important to have a presence here.”
Spicy. Steamy. Sexy. Like an early 2000’s Tom Ford fragrance advert, Guess USA is announcing its new season via a provocative campaign and it's teeming with beautiful, bodacious, oil-up bodies – apparently sex really does sell.