Fashion giant Guess has signed Joe Jonas as the face of its Spring 2017 marketing campaign and he will be seen across the brand’s advertising wearing the fashion label’s current watches.
The artist, who started his singing career alongside brothers Nick and Kevin as The Jonas Brothers, re-launched his singing career last year as lead vocalist of his new band, DNCE, whose first single Cake by the Ocean won two platinum records.
Mr Jonas is also a massive social media star, reaching 8 million followers on Twitter, 5 million on Facebook and 4.5 million on Instagram.
The campaign, art directed by Paul Marciano, chief creative officer for Guess was shot by Yu Tsai, one of the world’s leading celebrity and fashion photographers.
Most of the campaign is for Guess Underwear, and shows Mr Jonas stripped to his boxer shorts, but Guess Watches was given product placement of two of its key signature styles as part of the shoot.
“The first shows Joe Jonas wearing a timepiece highlighting the clean slate combination of blue hues and classic camel adding a welcome flair to neutral dressing. The other showcases the boldness of the brand with an active wear watch of blue silicone with pops of orange details to make this a celebrity statement piece,” a Guess spokesperson describes.