Guess began in 1982 as a book of styles started by Georges, Maurice, Armand, and Paul Marciano. The brothers switched to selling jeans with a light, form-fitting denim and zippers at the ankles. Guess began offering licensed products, including watches, eyewear, and a fragrance line. In 1985, it introduced black-and-white advertisements, which went on to win numerous design awards. Its fashion models have included a number of supermodels, many of whom first achieved prominence via these ad campaigns.In the 1985 Robert Zemeckis movie, Back to the Future, Marty McFly (Michael J Fox) wore Guess's denim clothing, which was reportedly designed specifically for the film
Georges had wanted to sell Guess products in only the more exclusive stores, such as Bloomingdale's, while the other brothers decided on a broader distribution strategy, which included discount stores. Georges continued to oppose the idea of marketing Guess products beyond luxury retail outlets, and different alliances formed within the company. Georges abruptly sold his stake in the company to his brothers in September, 1993 for $214.2 million. To finance the purchase, the remaining three brothers borrowed $210 million, and $105 million was still outstanding three years later. To raise money, the brothers took Guess public in July 1996.
By the end of the decade, sales dropped and Guess reduced its expansion plans to concentrate on improving investment returns. On January 26, 2001, Guess Inc. restated previous results for fiscal year 2000 after writing down impaired inventory. In 2004, the accessories department was greatly expanded and several stores across the US were redesigned. Guess also created a lower priced collection sold exclusively through its outlet locations, and introduced its first brand extension, the upscale female line of clothing and accessories, named Marciano.
Guess continued its Guess Kids clothing line into the 2000s, and in 2006, began promoting the line through its factory retail stores. It continued to be guided by the Marciano brothers, as co-chairmen and co-CEOs. Maurice Marciano has overseen the design and its sales growth, while Paul managed the image and advertising. The company operates in many countries around the world with the majority of its stores located in the United States and Canada.
In 2012, 23 years after first posing for the brand, supermodel Claudia Schiffer posed again for Guess's 30th anniversary. In 2017, Camila Cabello was announced as the new face of Guess. As of 2018, Jennifer Lopez became the face of Guess.
Victor Herrero replaced Paul Marciano as CEO in August 2015. In February 2019, it was announced that Victor Herrero will be stepping down from his position as CEO with Carlos Alberini selected as his replacement.