In the Holiday 2023 Advertising campaign by GUESS, Italian singer and rising star, Matteo Bocelli, along with Albanian model and singer, Oriola Marashi, embark on a voyage to the enchanting shores of Bagni Alpemare in Forte dei Marmi, Italy. The backdrop for this captivating journey is Villa Alpebella, now in possession of the Bocelli family, but formerly owned by Oliviero Camparini, who, during the golden era of the “Dolce Vita,” transformed this elegant residence into one of Italy’s most renowned nightclubs. This glamorous venue, drenched in nostalgia, has played host to a multitude of celebrities and VIPs, including figures such as Paola di Liège (the Queen of Belgium), Domenico Modugno, and Charlie Chaplin.
The latest campaign, envisioned through the lens of Ukrainian female duo Vicoolya and Saida, under the discerning eye of GUESS Chief Creative Officer, Paul Marciano, offers a voyeuristic glimpse into the lives of these VIPs as they revel in their opulent days. Private jets, luxury boats, open-top car excursions, and intimate moments sheltered from the sun amidst the villa’s sumptuous surroundings all feature prominently in this glamorous narrative.
Paul Marciano, expressing his close ties with the Bocelli family over the years, acknowledges the privilege of shooting the campaign at Villa Alpebella. He shares his delight in witnessing Matteo’s journey from a young boy to an international star and commends the sizzling chemistry between Matteo and Oriola. Vicoolya and Saida masterfully capture the campaign’s strong, iconic, and nostalgic essence, further emphasizing the celebrity allure and picturesque backdrop of the villa and Forte dei Marmi in conveying the glamorous spirit of the new season’s designs.
The advertising campaign flawlessly encapsulates the refined essence of the GUESS Holiday collection. The collection features hour-glass dresses, debonair suits, trousers, separates, and accessories, all imbued with GUESS’s distinctive retro yet modern charm. The black and white photographs transport viewers back in time, evoking the romantic ambiance of the beloved Italian riviera and the villa’s historical significance as the ultimate “place to be.”
Matteo Bocelli, reflecting on a remarkable year marked by his debut album release and global music tours, expresses his honor at being part of another GUESS campaign during this significant period. He describes the enjoyment of working with the entire GUESS team and the added significance of shooting the campaign in his hometown.