Guess Launches Denim Day Campaign at MOCA

Photo Credit: Getty Images for Guess

Guess founders Paul and Maurice Marciano gathered a haute group at the Museum of Contemporary Art (MOCA) last week to launch its philanthropic Denim Day campaign.

The philanthropists and art collectors discussed the brand’s initiative with Peace Over Violence and raised awareness surrounding the mission. Event speakers included the Marcianos as well as Denim Day Founder Patti Giggans, Executive Director of Violence Intervention Program, Astrid Heger as well as musicians, Aloe Blacc and Maya Jupiter. Notable attendees included Ade M’Cormack, Kamilah Willingham, Jordyn Jones, Kelsey Soles, Marta Pozzan, Natalie Joos, Tanika Ray, Travis Mills and ZZ Ward.

The GUESS Foundation will donate 10 percent of the proceeds from all denim and select accessories sales including watches, jewelry, shoes, fragrances, handbags and eyewear to Peace Over Violence starting Monday, April 25, 2016 through Saturday, April 30, 2016. The GUESS Denim Day advertising campaign will be distributed nationally through featured public service announcements in the following formats: print, outdoor, digital and Taxi TV to promote visibility.  The brand’s in-store, digital and online philanthropic marketing campaign will span across GUESS, GUESS Factory and G by GUESS retail concepts in the U.S. and Canada.

“I’m thrilled to be partnering with Peace Over Violence on Denim Day for the third year in a row to raise awareness surrounding domestic violence and sexual assault,” said Paul Marciano,the acting Chief Creative Director of Guess?, Inc. “The Guess woman is sexy and confident but sexy is never an invitation or an excuse to rape, and we are here to spread that message and create awareness even further by bringing Denim Day across the globe. Last year we brought it to Italy, the country that inspired the movement and we’re going back for the second year in a row with the exciting addition of Denim Day in Barcelona. We are extremely motivated to continue to support survivors and encourage them to speak up and through Guess’ financial support, last year Peace Over Violence was able to increase the number of sexual assault survivors it serves by 25 percent, which represents an additional 515 survivors! That is truly remarkable and we are fully committed to this critical social issue and increasing those numbers year after year.”

Photo Credit: Getty Images for Guess