{"id":792397,"date":"2019-01-25T15:17:59","date_gmt":"2019-01-25T22:17:59","guid":{"rendered":"https:\/\/www.rollingstone.com\/?p=784175"},"modified":"2019-01-25T15:17:59","modified_gmt":"2019-01-25T22:17:59","slug":"how-j-balvins-hit-album-vibras-led-to-a-new-partnership-with-guess","status":"publish","type":"post","link":"https:\/\/alwaysmountaintime.com\/ksmt\/music-news\/how-j-balvins-hit-album-vibras-led-to-a-new-partnership-with-guess\/","title":{"rendered":"How J Balvin\u2019s Hit Album, \u2018Vibras,\u2019 Led to a New Partnership With Guess"},"content":{"rendered":"

J Balvin<\/a> has made his mark on the mainstream music charts, and now the reggaeton<\/a> star says he\u2019s coming for the fashion<\/a> throne too. Balvin has been announced as the face of the Guess Spring 2019 campaign<\/a>, making him the first Latin<\/a> man to front a campaign for the international fashion brand.<\/p>\n

The new campaign, dubbed \u201cVibras,\u201d was inspired by Balvin\u2019s album of the same name<\/a> and aims to capture the same feeling and \u201cgood vibes\u201d of the singer\u2019s colorful, high-spirited release. Released last May, the album spawned the hit single, \u201cMi Gente\u201d (stream here<\/a>), which topped the charts in more than a dozen countries and spawned a Beyonc\u00e9-led remix<\/a> that peaked at Number Three on the Billboard charts. Vibras<\/em>\u00a0was certified 8-times platinum by the Recording Industry Association of America\u2019s Latin program, and Balvin went on to be the most-nominated artist at the 2018 Latin Grammys<\/a>.<\/p>\n

For the Colombian-born Balvin, the Guess collaboration is the latest way he\u2019s trying to share his passion for Latin music, fashion and culture with a larger audience.\u00a0\u201cAs someone that was interested in fashion from a young age, I grew up with the Guess brand,\u201d Balvin says, \u201cand I always respected and identified with the Marciano brothers\u2019 history of taking influence from the country and culture of their heritage, and fusing it with the spirit of the United States.\u201d<\/p>\n

\"j<\/a><\/p>\n

Courtesy GUESS<\/p>\n<\/div>\n

The early stages of the partnership were formed when the singer approached Guess to co-design merch for his \u201cVibras\u201d tour, which took the singer around the world through much of last summer and fall. Paul Marciano, Chief Creative Officer of GUESS?, Inc., says he had been trying to work with Balvin since a chance meeting at ComplexCon in 2017. \u201cI was extremely impressed with his knowledge of contemporary art, fashion and culture, and we connected immediately, realizing that we share the same values and passions,\u201d Marciano says. \u201cI am also a huge fan of his music, particularly because reggaet\u00f3n is about positive energy and messages. Through the years, Balvin has played an integral role in rapidly changing the entire landscape of pop music as a reggaet\u00f3n singer and I am always inspired and energized to work with these types of creative forces.\u201d<\/p>\n

Balvin says he loved the designs that Guess pitched for his special merch pieces, adding that \u201cthe fan reaction went so well, that it felt natural to grow our relationship further.\u201d<\/p>\n

The 42-piece \u201cGUESS Vibras\u201d collection includes apparel and accessories for both men and women. Key pieces in the streetwear-inspired capsule include men\u2019s T-shirts, sweats and hoodies that riff off the Vibras<\/em>\u00a0album artwork<\/a>, along with concert-inspired tees, and a pair of kickboxing shorts (which Balvin sports in the campaign) stamped with a graphic \u201cVIBRAS\u201d logo. The women\u2019s collection offers a series of oversized tanks and tees, color-blocked denim, and track pants. Both collections include swimwear, sunglasses, socks and bags, as well as a limited-edition fanny pack paired with a checkerboard guitar strap. (See the full collection here<\/a>).<\/p>\n

Guess says the pieces were inspired by Balvin\u2019s vibrant and risk-taking personal style, which fuses his Colombian roots with hip-hop, rock and tropical influences. \u201cEverything in this capsule is very 90s Miami-inspired, and the collection is all about \u2018Vibras,’\u201d Balvin says; \u201c[That means] a nice energy, nice vibes; just smile and that\u2019s what we need, all love.\u201d<\/p>\n

\"j<\/a><\/p>\n

Courtesy GUESS<\/p>\n<\/div>\n

The campaign was shot in Miami by fashion photographer Tatiana Gerusova, and captures Balvin roaming\u00a0the streets of Little Haiti amid its brightly-colored walls, street art, and tropical surroundings. Guess says Balvin\u2019s \u201chands-on design input\u201d (the singer personally worked with the design team in Los Angeles) helped inject the pieces with \u201cglobal appeal.\u201d<\/p>\n

\u201cThe campaign is an expression of who J Balvin is paired with the heritage of Guess,\u201d says Nicolai Marciano, director of brand partnerships for GUESS?, Inc. and GUESS Jeans U.S.A. \u201cConsidering J Balvin is one of the biggest artists in the world, and Guess has a huge Latin fanbase, I knew it would be a perfect partnership.\u201d<\/p>\n

Balvin\u2019s ads will appear internationally in GUESS stores, on social media, and in traditional media outlets. The singer says he\u2019s honored to have been asked to be a part of this project, and hopes seeing his face will give Latinos a greater voice not only in the music industry, but in fashion and advertising circles as well.<\/p>\n

\u201cI know how hard I personally worked throughout my life to develop my own brand, both with my music and my style, and now I also feel an additional honor and responsibility as the first Latino man to become the face of a Guess campaign,\u201d he says.\u00a0\u201cPartnering with GUESS and designing my first collaboration with a global brand has been a dream, and this really is just the beginning.\u201d<\/p>\n

The J Balvin X GUESS \u201cVibras\u201d Collection drops January 31st on Guess.com<\/a>. Browse and shop the full collection here<\/a>.<\/em><\/p>\n

Editorial products are independently selected. If you buy something through our links, PMC may earn an affiliate commission.<\/em><\/p>\n

via:: Rolling Stone<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

J Balvin has made his mark on the mainstream music charts, and now the reggaeton star says he\u2019s coming for the fashion throne too. Balvin has been announced as the face of the Guess Spring 2019 campaign, making him the first Latin man to front a campaign for the international fashion brand. The new campaign, […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[98],"tags":[],"class_list":{"0":"post-792397","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-music-news"},"acf":[],"publishpress_future_action":{"enabled":false,"date":"2026-06-12 23:14:33","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"KSMT The Mountain","distributor_original_site_url":"https:\/\/alwaysmountaintime.com\/ksmt","push-errors":false,"_links":{"self":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/posts\/792397","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/comments?post=792397"}],"version-history":[{"count":0,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/posts\/792397\/revisions"}],"wp:attachment":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/media?parent=792397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/categories?post=792397"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/tags?post=792397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}