Eli Russell Linnetz, the founder of A$AP Rocky and Kid Cudi-approved label ERL, is partnering with Guess USA to help the denim sub-label freshen up its image.
An offshoot of Guess, Inc. that specializes in premium products and celebrity collaborations, Guess USA recruited the California-based multi-hyphenate (photography, music production, and design are among Linnetz’s creative outlets) to “re-establish” its brand identity, according to Guess USA division head Nicolai Marciano.
Thus, Linnetz shot a marketing campaign for Marciano’s new apparel collection that mined the Guess archive for inspiration.
https://www.instagram.com/p/CY8rCk5uLPY/
Set to debut sometime this fall, Linnetz’s full campaign will likely incorporate his signature brand of warmly erotic, California cool — a signature that makes perfect sense paired with Guess’ own penchant for peddling all-American, girl-next-door sex appeal.
The Guess USA Instagram has been wiped in anticipation of Linnetz’ campaign, save for a single teaser photo.
According to Business of Fashion, Paul Marciano, Guess co-founder and the father of Nicolai, is largely uninvolved in Guess USA’s project with Linnetz.
Still, the sexual misconduct allegations against the elder Marciano continue to cast a shadow over his company and its offshoots.
In 2018, model Kate Upton came forward with harassment and forcible touching claims against the co-founder and CEO, who allegedly fired her from campaigns after she rebuffed his advances.
In 2021, an anonymous plaintiff filed a lawsuit against Marciano and Guess over similar allegations.
After news of the suit broke, a woman named Eileen Toal detailed her own sexual assault allegations against the executive.
Marciano, who remains Guess’ top executive, was also named as a defendant in a January 2022 lawsuit from Beazley Insurance Company, Inc., Guess’ insurance firm, which seeks to distance itself from the embattled company.
