Claudia Schiffer returns to Guess to celebrate the company’s 30th anniversary. Schiffer, photographed by Ellen von Unwerth 23 years ago in an iconic Guess campaign, is probably the symbol of the American brand. There’s no wonder they pick her back for their 2012 campaign. The stunning thing is there’s no difference between these two campaigns, nor after 23 years! The same girl, the same black&white, the same photographer, the same Bardot styling… In artistic terms (but mainly in commercial terms) this seems to be a winning formula. Good for them!

(Personally, I’d pick the old pair of jeans from the 1989 campaign)

Claudia Schiffer in the Guess campaign, 1989

Claudia Schiffer in the anniversary Guess campaign, 2012