Los Angeles-born fashion label Guess is bringing a double-decker bus activation to Sydney and surrounds, the first experiential double-decker bus campaign in Australia.
The bus starts its short tour of Sydney in Parramatta’s Centenary Square from 11am to 4pm today, April 29. On May 1, the bus will rumble over to Bondi Beach from 11am to 3pm, and will then end its run on May 3 at the Overseas Passenger Terminal at Circular Quay from 11am to 4pm.
The double-decker bus will feature larger than life images of Argentinian model and reality TV personality Georgina Rodriguez, dressed in a series of Guess products.
The campaign was shot by photographer Nima Benati.
A range of Guess’ latest winter collection and an edit by Rodriguez herself will feature in the bus, including ready-to-wear clothing, accessories, footwear, fragrances and more.
Customers will have the chance to preview the collection before some of the pieces make their way in-store and online.
The lower deck of the bus will showcase handbags, shoes, jewellery, home products and Guess fragrances. The upper deck will house a selection of ready-to-wear and other pieces with Instagram-opportune try-on.
The bus will also offer giveaways including complimentary Guess merchandise and exclusive offers.
This is the latest physical activation launched by a global brand in Australia, with Shein preparing to launch its own physical activation in Parramatta during Australian Fashion Week in May this year.
Guess directly operated 1,054 retail stores in Europe, the Americas and Asia as of August 3, 2024.
The company’s partners and distributors operated 537 additional retail stores worldwide. As of August 3 last year, Guess and its partners and distributors operated in approximately 100 countries worldwide.