Fashion and music hold a long history of inspiring one another, and now Guess is making it official. The denim brand announced Friday that it will team up with music industry powerhouse Republic Records to create Guess Music.
Through Guess Music, Guess seeks to include new and established talent from Republic Records into its brand story. The label’s first project launched on Sunday with a 24-hour premier on the Guess website. Singer Ariana Grande snagged the title of the label’s first artist launch with her song “Side to Side” featuring Nicki Minaj.
Consumers have the ability to shop the looks inspired by Ariana’s outfits in the video on Guess’s “get Ariana’s look” merchandise page. Shoppers can also buy looks inspired by other videos and artists as the label debuts new music videos.
“I am confident that this unique partnership of music and fashion will bring attention to up-and-coming musicians and launch careers in the same way that our iconic advertising campaigns have done in the past,” said Guess Co-founder and Chief Creative Officer Paul Marciano said in a statement.