For the Fall/Winter 2020 collection, GUESS introduced Michele Morrone as the new worldwide face of GUESS Men’s. Michele Morrone is an international actor and singer who is best known for his lead role in the successful Netflix film “365 Days”, one of the most popular movies in Netflix history that is streaming in over 200 countries.
Morrone gained international recognition for his performance and soundtrack in the film, proving to be a multi-faceted superstar who has gained traction on social media rapidly, with approximately 11 million followers on Instagram alone – a stunning increase from 1.7 million followers three weeks before the campaign was shot.
Staged under the creative guidance of GUESS Chief Creative Officer Paul Marciano, the holiday advertising campaign was shot by fashion photographer Nima Benati in her first campaign with GUESS at the breathtaking Villa Erba in Lake Como, Italy. Once the home of internationally renowned movie director Luchino Visconti, this historic villa was the perfect setting for an iconic campaign and a fundamental inspiration for Paul Marciano’s love of Italian movie history.
“I had a brief meeting with Michele at my hotel in Lugano last June and we immediately had a strong connection”, says Paul Marciano. “Michele is an extremely hard worker and a very ambitious and decisive man and these are all qualities I deeply appreciate. In a matter of minutes, we knew we were going to work together and a few weeks after that very first meeting we met again at Lake Como to shoot these spectacular images.”
“The moment I met Paul, I knew I found a new mentor and a friend”, says Michele Morrone. “We share the same values and goals. It’s an incredible feeling being able to have fun on set doing what I love, while having a sense of comfort that I’m now part of such an amazing family. Family and loyalty are important to me and I want to take this brand and treat it as my own.”
“This campaign marks the launch of our new GUESS men’s collection, reflecting our new focus on elevated, classic and high-quality styles, which is perfectly in-line with Michele Morrone’s personality” says Paul Marciano.