Pop-up shops have practically become de rigueur for big and small fashion brands. GUESS is one of those brands that’s leaning on pop-ups to attract a younger crowd. The once great denim label launched its “Farmers Market” pop-up shop in Los Angeles back in April.
Now, Guess Jeans USA (an incubator division of the company) is going global with the “Farmers Market” concept. The brand will be partnering with a number of high-end retailers to set-up “shop in shops.”
First up? Selfridges in London.
The brand used iconic silhouettes and styles from the 80’s and 90’s and reworked them for the collection that will be on sale. And it wouldn’t be a true GUESS pop-up without denim. This collection will be chock full of old, vintage style jeans.
Other pieces that will be sold at the “Farmers Market” are from the original pop-up in LA, which was a collab with YouTube star Sean Wotherspoon. Wotherspoon is a noted vegan, and fittingly, the brand shot the campaign at an actual farmer’s market where models wielded heads of cauliflower and broccoli.
It looks like GUESS must be working overtime to restore their brand image. CEO and cofounder Paul Marciano recently resigned from his company amid a sexual harassment investigation, by his company.
The disgraced denim mogul was ousted after it was confirmed through five different accounts, one being model Kate Upton’s, that he made sexual advances towards various models and affiliates of GUESS. He will remain on the board until early next year, but is stepping back from his duties.
“Farmers Market” is the brand’s latest attempt to win over Millennial and Gen X shoppers, who have become staunch advocates of the #MeToo and Time’s Up movements.
Apparently, it’s working. Fans all over Twitter are sharing photos of their deadstock GUESS purchases. Others are excited for the upcoming global tour.
Below is a full listing of the pop-ups and retailer “shop in shops” that will be happening through June and July. Click here to read more about Paul Marciano’s resignation.
Paris — Club 75
London — Selfridges
Tokyo — GR8
Perth / Melbourne — Lessons
Singapore — Dover Street Market
Milan — Slam Jam
Florence — Luisa Via Roma
Hong Kong — Juice
China (online) — Innersect