Artists, bloggers and socialites celebrated the All-American brand Guess and Latin artist J.Balvin's collaboration at West Hollywood on Friday night.
Feb 8th- Good vibes were definitely present at the launch party for "GUESS Vibras" the exclusive collection designed by global music star J.Balvin. Celebrities, influencers, and guests partied all night Miami-style at a humongous Hollywood warehouse. Notable celebs at the event included: J.Balvin (duh!), Diplo, Ty Dolla $ign, Torey Lanez, Bia, Becky G, James Kennedy, Raquel Leviss, Drake Bell, Scottie Pippen and many more.
Another prominent figure at attendance was Guess co-founder, Nicolai Marciano. Along with his brother, Marciano founded the company in 1983, when the brand sold strictly denim. 38-years later, the brand produces clothing, accessories, shoes, and perfumes for both men and women. Under the current direction of Nicolai, Guess has found its way in the repertoire of the streetwear world. With silent moves and smart connections to the rap industry. this new age renaissance is putting Guess back on the map. The company has previously created collaboration collections with Round Two founder Sean Wotherspoon and rapper/fashion icon A$AP Rocky.
Choosing J.Balvin as the next collaborative designer was a great way to start the brand's new year. The Colombian performer's career took off in 2017 after the release of his hit "Mi Gente". His 2018 was also impressive with his Grammy - nominated hit, Cardi B's "I Like It". His music has sparked the current wave of American and Latin music. by introducing Spanish-language music to a global audience. Beyond his musical contributions, Balvin is also known for his loud and eclectic fashion taste. “J Balvin is full of life and good energy. The entire collection is about vibes and what he represents to the culture and the music", Marciano said. "Watching him express that through the Guess lens in the campaign and his influence on the clothing and colors was transforming and a first for Guess. To be able to make this happen with J Balvin and with Guess is a special moment in time.”
Perfectly timed, the launch party was one of the many opening events during Los Angeles' Grammy weekend. Lines of attendees gathered outside the Hollywood warehouse to get inside of the invite-only event. Entering the venue, guests immediately could spot the Balvin artistic direction. Bright colors, altered happy faced logos, and inflatable palm trees- the event's decor was inspired by the collection. The atmosphere made a perfect backdrop for hundreds of social media photos for the night. Guests danced all night to a selection of music that blended hip-hop, r&b, and reggaeton. While partying guests were also treated to custom snow cones from Happy Ice and signature Buchanan’s whiskey cocktails. Guests were also entertained by ice hockey and basketball shot ball game set. The ambiance was lively though it was odd to see stuck up Angelos partying all night long to both new and throwback tunes, taking shots of infused cocktails and playing a competitive game of one-on-one basketball. Closing the night was a performance from the man of the hour, J.Balvin himself. The electrifying performance included his top hits "Mi Gente", " I Like It" and "Vibras".
The 42-piece collection ( which ranges between $12-$200) was inspired by Balvin's latest album "Vibras". Showcasing Balvin's taste of colorful streetwear and retro trends was the mission of this collaboration. "The collection is about 'Vibras': nice energy, nice vibes, just smile and that's what we need, all love", Balvin said to Billboard. The women's selection from the line incorporates loud colors within bodysuits, bandeaus and tank tops paired with accessories. The men's pieces are a little more fun due to Balvin challenging men to wear more risky colors such as hot pink or blood orange. Pieces include the classic over-sized Guess stripe tee shirt stamped with the 'Vibras' logo and a cool pair of kickboxing shorts for both men and women. This collaboration is a highlight for both brand and artist, as this is the brand's first collaboration with a male Latino artist. Could this be the start of a fashion career for Balvin? One thing we know for sure is that this young man's future is as bright as his vibrant pieces within his debut collection. "Partnering with Guess and designing my first collaboration with a global brand has been a dream, and this really is just the beginning," Balvin said.
The Miami inspired clothing officially landed in Guess shops on February 8th. To shop the collection click here.