MAYADORABLE STYLE GUIDE by Guess Europe

GUESS X MAYADORABLE

RETROPLANNING MAYADORABLE EVENTS

OFFICIAL LAUNCH OF THE COLLECTION

2nd GL DEM send out + 1st GUESS DEM (CRM)

MAYADORABLE X GUESS TIMELINE

NEXT STEPS

1 WEEK AFTER LAUNCH

INFLUENCERS EVENT (1 WEEK BEFORE OFFICIAL LAUNCH) + LIVE SOCIAL COVERAGE ON GUESS IG FROM THE EVENT

3 WEEKS AFTER LAUNCH

2nd post on GUESS/ Maya’s IG to announce the collection is available in selected GUESS stores & online (FR only)

Dedicated Landing Page on GUESS Ecom

OFFICIAL LAUNCH OF THE COLLECTION AT 4 GUESS STORES IN FRANCE

Paris - Étienne Marcel flagship Paris - St Lazare Montpellier

Marseille Grand Littoral

EVENT AT GL

1 week after the official launch: YT video “making of the collection” release on YT

2nd GUESS dem to announce capsule available on GUESS Ecom & selected GUESS stores

5TH MARCH

Closure of the POP UP at GL

END OF MARCH

Debrief with Maya/GUESS France

Result analysis and internal report/newsletter send out

27TH FEBRUARY 6TH FEBRUARY 27TH FEBRUARY FEB 7TH

END OF MARCH 6TH FEBRUARY 9TH FEBRUARY

3 WEEKS AFTER LAUNCH

EDITORIAL PLAN

THURSDAY 02-feb 1st post Maya - carousel post

THURSDAY 02-feb 1st IGS set (3 stories)

FRIDAY 03-feb 2nd IGS set (3 stories) + slide bonus

POST Maya Maya announce the collab MAYA x GUESS // Carrousel photos shooting - Maya to tag GUESS & GALERIES LAFAYETTE

IGS Maya Maya announce the collab MAYA x GUESS + explications Maya to tag GUESS

IGS Maya FAQ : explications all the process of creation // backstages shoot, crea & croquis - Maya to tag GUESS

FRIDAY 03-feb 3rd IGS (3 stories) + to announce the M&G IGS Maya FAQ : answer to the questions of her followers + announce the M&G Maya to tag GUESS (+ tag GALERIES LAFAYETTE in IGS related to the M&G)

MONDAY 06-feb REEL Maya on her IG (JOINT?)

MONDAY 06-feb

4th + 5th IGS set (6 stories)

Reel Maya Reel with transitions // differents looks with all the pieces of the collection - Tag GUESS

IGS Maya

1. Maya to remind her followers that the collection is finally available at GL + link in Swipe to GL website ( 1 IGS Maya to tag GUESS & GALERIES LAFAYETTE

2. Maya to explain the mechanic of the M&G (4 IGS) Maya to tag GUESS & GALERIES LAFAYETTE

3. Maya to announce the YT video + link in swipe of GUESS YT video ( 1 IGS) - Maya to tag GUESS

MONDAY 06-feb 1st DEM GL + link to GL website DEM GL GL Newsletter to announce the collab and M&G

MONDAY 06-feb Post GL on Instagram

GL Instagram POST GL POST to announce the collection launch and M&G - Tag GUESS & Mayadorable

MONDAY 06-feb post GUESS (JOINT POST WITH MAYA? TBD) IG POST GUESS GUESS to announce the collaboration + Meet&Greet with Maya on the 9th of February -Content could be a carousel joint post with Maya - GUESS to tag Mayadorable & GALERIES LAFAYETTE

MONDAY 06-feb Release of the YT video on GUESS YT YouTube video Release of the YT video on GUESS YT

MONDAY 06-feb

IGS (6 stories)

IGS GUESS

1. INTRO CARD

2. VIDEO Maya walking

3. card with explanation of the availability of the collection

4. YT video teaser with "Tap the link to find out more" CTA and link to YT

GUESS to announce to tag Mayadorable & GALERIES LAFAYETTE in all contents

MONDAY 06-feb 1 REEL ON GUESS IG - to be posted only in the REELS Grid (not in feed) IG REEL GUESS Reels pictures of Maya - only in Reels Grid (not in Feed) - GUESS to tag Mayadorable

Maya takeover of GUESS IG account + video recap IGS from the Brunch with her friends

1 intro video Maya - GUESS to tag Mayadorable

2. video recap brunch on IGS - GUESS to tag Mayadorable

TUESDAY 07-feb IGS on GUESS IG (8 stories)- Maya takeover + video recap IGS GUESS

3. repost friends of Maya (x3/4) - GUESS to tag Mayadorable

4. outro video Maya inviting to M&G - GUESS to tag Mayadorable & GALERIES LAFAYETTE

5. Save the date of the M&G - GUESS to tag Mayadorable & GALERIES LAFAYETTE

TUESDAY 07-feb TIKTOK - RECAP BRUNCH on GUESSTIKTOK TIKTOK GUESS Recap video from Brunch with Influencers

TUESDAY 07-feb 6th IGS set + 2 IGS from 7th set (5 stories total)

IGS Maya IGS : Maya x Guess brunch, backstage, moments with friends etc, friends dressed in Maya's collection

WEDNESDSAY 08-feb Go live of the dedicated area on GL website + banner GL website GL to go live with dedicated area on GL website + banner homepage - from Feb. 8th until Feb. 21st 08 Feb - 21 Feb Dedicated page on

GL website GL to go live with dedicated area on GL website + banner homepage - from Feb. 8th until Feb. 21st

THURSDAY 09-feb IGS (1 story) to remind the M&G with MAYA IGS GUESS Reminder of the M&G in the morning GUESS to tag Mayadorable & GALERIES LAFAYETTE

THURSDAY 09-feb 7th IGS (1 story) to remind the M&G with MAYA

FRIDAY 10-feb 8th IGS set (3 stories)

IGS Maya Reminder of the M&G in the morning Tag GUESS & GALERIES LAFAYETTE

IGS Maya The day after the M&G event, Maya re-posts the IGS of the evening (repost of GUESS IGS + other stories from Maya TBD) // Stories event, photos of the pop-up, infos pop up (date etc.)

MONDAY 13-feb 2nd post Maya POST Maya

MONDAY 20-feb 2nd DEM GL + link to website DEM GL GL Newsletter as a reminder of the collab 20-26 feb Paid ADV CAMPAIGN ADV CAMPAIGN Push of the reel published by Maya on her IG account on 13th Feb

MONDAY 27-feb 1 tiktok with model alison video TIKTOK GUESS Tiktok with Model Alison video

MONDAY 27-feb 2 IGS to inform the collection is now avaialble on GUESS store/ecom IGS GUESS 1 IGS video Allison

IGS to inform the collection is now avaialble on GUESS store/ecom + link to GUESS landing page

MONDAY 27-feb 1 IG carousel post IG POST GUESS Carousel post - combinaison - GUESS to tag Mayadorable

MONDAY 27-feb 1st DEM GUESS + link to homepage GUESS DEM GUESS DEM to announce that the collection is available in 4 GUESS stores & online

MONDAY 27-feb 9th IGS set (3 stories)

IGS Maya Maya to announce that the collection is now available in 4 GUESS stores & online

27 feb 6 mar Paid ADV CAMPAIGN ADV CAMPAIGN Push in France of a video on GUESS IG & TikTok

MONDAY 06-mar 10th IGS set (3 stories)

IGS Maya Maya to remind her followers that the collection is now available only in GUESS Stores and no longer at GL

DAY DATE WHAT TYPE

CONTENT

banner

GUESS POSTING

COPY:

Lorem ipsum, quia dolor sit, amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem.

#GUESSxMayadorable

#Guess #LoveGUESS

6TH FEBRUARY | GUESS IG CAROUSEL POST

6TH FEBRUARY | 1 REEL

intro card

6TH FEBRUARY | 4 GUESS IGS

Teaser Maya’s YT video storia con testo video MATCHING MOVEMENT

6TH FEBRUARY | YOUTUBE VIDEO MAKING OF

RECAP VIDEO BRUNCH

7TH FEBRUARY | 1 TIKTOK ON GUESS PAGE

INTRO VIDEO OF MAYA FROM THE BRUNCH VIDEO RECAP BRUNCH

REPOST OF INFLUENCERS STORIES (3/4 MAX)

OUTRO VIDEO OF MAYA WHERE SHE INVITES AT THE MEET & GREET

7TH FEBRUARY | 5 IGS ON GUESS PAGE

9TH FEBRUARY | IGS REMINDER MEET&GREET

COPY:

Lorem ipsum, quia dolor sit, amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem.

#GUESSxMayadorable

#Guess #LoveGUESS

(joint with maya tbd) 27TH FEBRUARY | GUESS IG CAROUSEL POST

27TH FEBRUARY | TIKTOK ALLISON

27TH FEBRUARY | 2 IGS ON GUESS PAGE

ADV PAID CAMPAIGN

1ST ADV: FROM FEBRUARY 20TH TO 26TH PUSH OF THE REEL PUBLISHED BY MAYA ON HER IG

ACCOUNT (WE SUGGEST FEB. 13TH AS POSSIBLE PUBLISHING DATE). THROUGH THIS PAID

CAMPAIGN MAYA WILL GET FREE VISIBILITY OF HER CHANNEL AND CONTENT. WE WOULD REALLY APPRECIATE IF MAYA COULD POST THIS VIDEO REEL ALSO ON HER TIKTOK CHANNEL AND WE COULD CONSIDER PUSHING IT THROUGH PAID ADV ON TIKTOK AS WELL.

2ND ADV: FROM FEBRUARY 27TH - 5TH MARCH PUSH IN FRANCE OF A VIDEO ON GUESS IG (REELS + STORIES) & TIKTOK – CONTENT TO BE AGREED TOGETHER. PAID ADV WILL BE DONE PUSHING A COUPLE OF THE ATTACHED CONTENTS. PLEASE NOTE THAT THE FIRST VIDEO (THE ONE WITH PICTURES) WILL BE EDITED ONLY WITH THE PICTURES SELECTED BY MAYA. THIS IS JUST A DRAFT FOR YOU TO SEE THE CONCEPT.

GALERIES LAFAYETTE

VM PROPOSAL - SELECTED

VM PROPOSAL - SELECTED

EVITE POP UP

L’APARTEMENT - GL

TEATIME 09 02 23

BRANDED CATERING STICKER

WINDOWS

INFLUENCER BRUNCH LOCATION

Gigi restaurant

x GIGI BRUNCH --> Branding to be defined: stickers to be placed on windows, flowers, Maya’s video on TV

RETAIL STORES GUESS WINDOW & POP UP

PARIS - ETIENNE MARCEL

PARIS - SAINT LAZAR

MARSEILLE

MARSEILLE

MONTPELLIER

MONTPELLIER

LOGO

COLOR PALETTE

#F5F5F3 #CFB2A3 #756159

PHOTOS

SELECTED BY MAYA

HANGTAG 1

CONTIENT 20% DES FIBRES DE COTON RECYCLÉES

PRODUIT UTILISANT MOINS D’EAU PAR RAPPORT AUX

PROCÉDÉS DE BLANCHISSERIE TRADITIONNELS

COTON ORGANIQUE

HANGTAG 2

Collaboration details & product description

MAGAZINE

Bienvenue Mayadorable!

Suivez l’influenceuse française mode et lifestyle, Maya, lors de sa visite au siège de GUESS

Lugano pour concevoir la premiere collection capsule GUESS x Mayadorable. La première étape est de rencontrer l’équipe de design GUESS pour faire un brainstorming d’idées et mettre au point le mood board de la collection, ainsi que l’ambiance générale, les coupes et les détails, afin que les designers puissent se mettre au travail sur les premières esquisses.

Une fois qu’ils ont terminé, Maya et l’équipe ont maintenant la tâche méticuleuse de choisir les couleurs ,les détails et les tissus. Pour ce faire, il faut consulter des rames de look books, de modèles d’archives, d’échantillons de tissus, de catalogues de points et de marques, avant que l’équipe de conception ne puisse enfin commencer à assembler les premiers prototypes.

Derniers ajustements et essayages. Mayadorable X Guess is here !

Maya et l’équipe se retrouvent une nouvelle fois au siege de Lugano pour apporter les dernières touches finales à la collection GUESS x Mayadorable.

À cette occasion, Maya ressaie chaque pièce, discute des modifications qu’elle souhaite apporter afin que l’équipe puisse effectuer les dernières retouches.

Une fois les ajustements terminés, la prochaine étape consiste à voir comment les pieces de la collection se présenteront sur des silhouettes différentes que celles de Maya. Il s’agit d’une étape très importante, car Maya veut créer une collection de vêtements inclusive qui conviendra à des personnes ayant des morphologies différentes. Toute l’équipe est vraiment satisfaite du résultat final et apprécie vraiment le confort et les looks de la collection.

Fermez les yeux juste une seconde et imaginez que vous êtes en l’an 2000, à Paris...

Inspirée par l’ambiance rétro des séances de photos GUESS des années quatre-vingt et par le zèle des paparazzis à la poursuite des célébrités et des icônes de la mode, on voit Maya porter la collection GUESS Mayadorable en se promenant dans les rues de Paris, en faisant une pause dans un café ou en admirant la vue imprenable sur la Tour Eiffel depuis le toit des Galeries Lafayette.

Une collection qui se distingue non seulement par ses looks frais et distinctif, mais aussi par son attention à la durabilité. En effet, du tissu aux étiquettes, en passant par le fil, l’emballage et les étiquettes, chaque élément a été conçu dans le but de réduire l’impact environnemental.

Six pièces, un vestiaire effortless.

Du tee-shirt polyvalent au jean, en passant par la robe et la combinaison, la capsule Mayadorable associe la joie des vêtements faciles et confortables à porter à l’allure c’est très chic. Tout d’abord, le Corset avec ses détails de boucle de ceinture à la taille et le Jean stretch à la coupe décontractée, tous fabriqués en denim stretch naturel écologique (un matériau 100% coton fabriqué à l’aide d’une technologie innovante), compensés par des détails boutonnés et un triangle signé GUESS dans le dos. Deux pièces qui peuvent être habillées et décontractées avec facilité, en particulier le haut, qui est fantastique seul ou porté sur un tee-shirt blanc impeccable pour un look plus sobre et décontracté.

Quant au jean droit ultra-polyvalent à pattes boutonnées, il se marie parfaitement avec des chemises, des hauts, des vestes, des baskets, des chaussures plates, des bottines ou des talons hauts. Sans oublier les indispensables, comme la Veste en denim, avec son look oversize bien-aimé et ses épaules ailées accentuées - le sauveur de référence pour les saisons intermédiaires ou les nuits d’été plus fraîches - et le Rib Top sans manches en coton stretch biologique frais, encolure et manches accentuées, a porter a l’infini.

Mais la pièce incontournable de la saison doit être la Robe en denim stretch indigo, avec ses manches trois-quarts bouffantes, ses boutons emblématiques et sa coupe symétrique. Enfin, il y a la Combinaison - la pièce préférée de Maya - avec son col de type chocker, ses coutures contrastantes, ses poches plaquées et son encolure triangulaire en trou de serrure, pour une