Joe Jonas Is The Face Of Guess’ First Men’s Underwear Campaign; Strips Down To His Undies
Guess releases its first ever men’s underwear campaign and musician, actor and social media star Joe Jonas is the face of the advertisement.
He strips down to his undies for the brand’s inaugural men’s underwear line, “Hero.”
Photographer Yu Tsai shot the campaign and Avo Yermagyan styled it. The full campaign which also stars Guess girl Charlotte McKinney, will debut in March. Jonas wears an array of boxers and briefs designed with a wide elastic waistband stamped with Guess logo, and a mixture of tee-shirts and tank tops featuring the iconic triangle motif.
“It’s the first time in history that Guess has commissioned a male star to be in an underwear advertising campaign. He’s a great talent who embodies all the characteristics of Guess’ DNA — sexy, young and adventurous,” said Paul Marciano, chief creative officer and executive chairman of the board.
The Hero collection’s main focus is comfort and fit, while also flattering the male physique. The itchy inner label is replaced by a flat print and the range includes a handful of core styles that will carry over from season to season.
The launch reflects the company’s strategy to strengthen its underwear and beachwear categories, aiming for global expansion with a focus on the American, Northern European and Asian markets. “The underwear is already very strong in Europe so it will roll out there first,” said Marciano.