Guess Inc. has launched a new advertising campaign featuring Spanish-Argentine social media personality and model Georgina Rodríguez. 

This is the second time that Rodríguez has appeared in ads for the downtown-based apparel manufacturer and retailer.

Under the art direction of Paul Marciano, chief creative officer of Guess, and shot by fashion and lifestyle photographer Tatiana Gerusova, the campaign showcases the latest collections from Guess and its sister clothing brand, Marciano.

Rodríguez said that it was an honor to be invited back to work on the campaign.

“I love the brand’s collections: they’re so iconic and feminine, and it was so exciting to do a shoot in such a beautiful location in such gorgeous clothes; it made me feel so empowered,” Rodríguez said in a statement.

Shot in Madrid at Vereda del Cortijo, a secluded estate with views of the Sierra de Guadarrama Mountain range, the location perfectly suits the 1950s diva mood of the black and white images, according to Guess.

Marciano said that he chose Rodríguez as the face of the campaign because of her devotion to her work and her commitment and passion for the brand. 

“I also admire her for her personal values and the importance she places on family,” Marciano said. “It was fabulous working with her again, the campaign is just amazing and she really captured the mood I wanted to convey for the new season.”

Rodríguez is the subject of the Netflix reality series “I am Georgina.” Its second season aired last year. 

Guess has used celebrities in past advertising campaigns, with much success.

Four years ago, for example, the company had actress and singer Jennifer Lopez as the face of its spring 2020 campaign for the Guess and Marciano brands. 

“That campaign shines a spotlight on Jennifer’s natural beauty and showcases exactly why she is celebrated as a true icon,” Marciano said.

The current Guess and Marciano campaign, which went live this month, will be featured in international fashion and lifestyle magazines, at Guess and Marciano by Guess retail stores and on Guess.com, social media platforms and outdoor media, the company said.

As of Oct. 28, the company directly operated 1,015 retail stores in Europe, North and South Americas and Asia. 

The company’s partners and distributors operated 544 additional retail stores worldwide. As of the above date, Guess and its partners and distributors operated in approximately 100 countries worldwide, the company added.

Marciano boutiques are located in North America, as well as in international metropolitan centers throughout the globe. 

One can also find the Marciano collection in select flagship Guess store locations, specialty stores, and online at Marciano.com.