Singer J Balvin stars in new Guess campaign

Colombian music star J Balvin has been snapped up by Guess to front the label's Spring 2019 campaign.

The singer and Latin Grammy Award Winner has stepped in front of the camera for the brand, alongside models Sofia Jamora, Kara Del Toro, Xian Mikol, and Gabriela Giovanardi.

"It has been a blessing to change the game with Guess by bringing the fashion world into some of the tour merchandise for the Vibras tour," said Balvin. "It's been a perfect fit for my style, and the reaction among fans has been so wonderful. I'm very happy to now bring our partnership to another level."

The campaign, which was shot in Miami by Tatiana Gerusova and directed by Guess Chief Creative Officer Paul Marciano, sees Balvin model a selection of pieces from the ‘Geuss Vibras' capsule collection that honors the singer's ongoing concert tour. The shoot is set against the backdrop of Little Haiti, featuring street art and tropical surroundings.

"The campaign is an expression of who J Balvin is paired with the heritage of Guess," said Nicolai Marciano, Director of Brand Partnerships for Guess?, Inc. and Guess Jeans U.S.A. "Considering J Balvin is one of the biggest artists in the world, and Guess has a huge Latin fanbase, I knew it would be a perfect partnership to extend our global retail platform to his fans globally and connect with them beyond the music."

Balvin is not the first major music star to headline a Guess fashion campaign -- singer and actress Jennifer Lopez also worked with the brand last November, when she posed for the Guess Jeans Spring 2018 advertising campaign, modelling a retro style that included high-waisted checked shorts, a button-down shirt, and an extra-voluminous blowout.