I love this time of year when new collections are launching with more and more brands turning to video to give a glimpse into their brand. It really helps to see the clothing move with the kids and you get to see a bit of the personality of the brand. Paul Marciano Co-Founder, Chief Executive Officer, and Creative Director of GUESS? Inc., explains:

The relaxed and lighthearted images seen in the Spring / Summer 2012 campaign explore the Rock N’ Roll roots of GUESS denim. Fashion forward styling is accentuated by the youthful spirit of the children in such a way that captures the essence of the American Dream that is and always has been at the heart of this brand.

The spring/summer 2012 collection was inspired by “The American Dream”. The shoot was styled by Tracy Jacobs and shot by Elliston Lutz.