On the 16th of May, we opened our 150 Shoreditch High Street doors to celebrate GUESS USA SS24; a collection making waves with its 1984 ‘Splash’ origin. Plunging into a month-long pop-up was a great reason to party. From the American coastline to Shoreditch High Street - It’s time to dive into the details of our htown x GUESS USA launch party.
Partying, Palomas and Partnership:
Inside the event is a fully-fledged All-American Dream. Our installation space was transformed from day to night. All Guests admired the Americana details of the collection in a space that felt coincidently rustic in decor. The nod to oceanic features such as wooden clad barrels, fishing ropes, and slinky nets were well received and brought a thematic touch to the venue. A series of spotlights illuminated the collection as the night proceeded; a fitted bar supported by The Seed Library mixologists and wooden countertop decks echoed through sound systems.
Guests sipped on Casamigos margaritas and palomas soundtracked by live performances from some of our favourite people including Christelle Oyiri (@crystallmess), Donnie Sunshine (@donnie_sunshine), K Bailey Obazee (@drybabe) and Dillon (@dill0ngrace). From the industry, we saw attendance from HypeBae, Culted and Business of Fashion. Working with GUESS USA on their first UK pop-up event is very special indeed.
Our guests were pictured at the event by photographer Sam Simpson @samsimpsonphotographer
Theo Papoui (@thembottheo) & Samuel Alexander (@samuel____alexander) GUESS USA pop up 2024
Ragz Originale (@ragzoriginale) & Chakkana Pryce (@sharkkana) GUESS USA pop up 2024
Guests Talia Goddess & K Bailey enjoying the in-store pop-up event:
Talia Goddess ( @taliaagoddess ) & K Bailey Artist ( @drybabe ) GUESS USA pop up 2024
The GUESS USA Brand:
"The American division of GUESS has become dedicated to collaborations and production of premium products since the 80s one of the pillars of contemporary American aesthetics. The brand wanted to celebrate by collaborating with Eli Russell Linnetz, a one-man-show of contemporary American fashion who founded and directed the ERL brand. He will take care of the image and rebranding of a collection designed by Nicolai Marciano, son of Paul Marciano who is the co-founder and creative director of the brand'”
The GUESS USA Guestlist:
Enjoying the htown x GUESS USA evening event included the likes of models Louis Powell (@louisjpowell), Lola Clark (@llolaclark), Niko Sundai (@nikosundai) and Chiara King (@chiaraking).
All featured and worn GUESS USA items can be purchased exclusively at our brick-and-mortar pop-up store at 150 Shoreditch High Street, E1 6JQ.
The GUESS USA x htown store pop-up will be live from Thursday 16th May 2024 and will run for one month until 16th June 2024.
Shop GUESS USA and find more exclusive content over on our Instagram @htownstore
Words - Elise-Mai Duffy (@elise.duffy)
Photography - Sam Simpson with GETTY IMAGES