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Guess’s new campaign will feature Hailey Baldwin in what appears to be a classic, dreamy ’90s-inspired shoot. Being BFFs with Kendall Jenner, Gigi and Bella Hadid, it’s no wonder the label channeled the iconic era of supermodels for this shoot. We have seen a strong re-emergence of the ‘supermodel’ lately, and the fashion industry is once again reworking the definition of what it means to be a fashion model. Images of these models are used to endorse anything and everything, and Hailey is definitely one of the most visible of these new faces across social media.

With inconceivable fame and crazy connections, these socialites have created a new generation of  ‘supermodel’, so it’s fitting that Guess’s Fall campaign looks like it was straight out of a ’90s magazine. With Baldwin rocking the natural look of a young Kate Moss, and a very Cindy Crawford hairstyle, not to mention the patchy denim jacket draped below her shoulders… it’s just so ’90s.

  • Words: Eleanor Beardsell

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