Clothing maker Guess has partnered with Universal’s Republic Records. It’s part of a trend that’s seen the relationship between fashion and music get ever closer as both sides seek new ways to connect with fans.
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Guess, the clothing manufacturer best known for their denim is teaming up with Universals Republic Records to launch the branded imprint Guess Music.
The company’s first joint venture was with Ariana Grande and featured the video premier of her latest song “Side to Side,” featuring Nicki Minaj—which performed at the VMAs on Sunday.
The new music company will be led by Paul Marciano, Co-founder and Chief Creative Officer for GUESS? Inc. and will focus on up-and-coming artists who can cross-collaborate.
“Discovering new talent has always been a passion of mine. I have been blessed and lucky to discover so many new faces within the modeling world. I am thrilled to experience this new venture with my friend Charlie Walk,” says Paul Marciano. “Co-creating this new type of artist discovery platform with Republic Records, the music industry’s #1 record label group for multi-platinum, award-winning legends, is such an honor. I am confident that this unique partnership of music and fashion will bring attention to up-and-coming musicians and launch careers in the same way that our iconic advertising campaigns have done in the past.”