From aspirational campaigns shot in lush Italian environs to partnerships with celebrities synonymous with red-carpet glamour, accessible luxury has consistently been a part of Guess’ DNA.
The Los Angeles-based denim brand is now taking aim at home with its first Guess Home décor collection, centered on materials and prints offering a luxurious feeling.
Inspired by the pastel colors of ancient Greece and Rome, ceramics, Art Deco and the animal kingdom, the new collection of cushions and throws draws on vintage motifs, logos and cues from the brand’s archive. The assortment has been designed to appeal to a broad scope of consumers, with some designs featuring animal and logo prints and others bearing with subtle neutrals and retro-style patterns.
The brand states that the home range underlines its commitment to circular fashion and safeguarding the environment—qualities seen across its range of Eco denim. All plush fabrics used for the collection employ eco-friendly DyeCoo technology, a 100 percent water-free and chemical free textile-processing solution.
Double-sided cushions and blankets have been finished in a tactile combination of long and short faux-fur and silk-effect print fabrics made with blends of acrylic, modacrylic and polyester.
The collection, available now on Guess’ website, includes a blanket and a rectangular cushion. Retail prices range from $55-$160.
The home category has become an unlikely refuge for denim brands as of late. Since the beginning of the year, Wrangler, Levi’s and Gap have introduced home collections through key retail partnership with Pottery Barn, Target and Walmart, respectively, that span bedding to tabletop accessories. Diesel Living also bowed an updated home collection in partnership with top-tier Italian lighting, flooring and furniture companies.
For Guess, the addition of home follows the brand’s 360-degree approach to becoming a true lifestyle brand. The company has reported recent success in categories like outerwear, accessories, dresses and leisure—the latter of which marks a new category as well.