A new design from Guess doubles as a beauty product.
In January, the company introduced Jeancare, denim that does more than just complete your outfit.
The brand's Slimtex technology slims your tush and thighs and claims to hydrate, nourish and soothe your skin. The fabric includes blood flow-aiding ginkgo extract, antioxidant-rich vitamin E and a comforting lavender and chamomile scent.
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After Guess met success in the fall with its Smart GUESS Technology collection, featuring shape-up, push-up, jet set and yoga jeans, the brand decided to expand its tech relationship to appeal to a wider audience. While the original mission was to make people look good, this time Guess wanted to focus on making people feel good as well.
"When designing this line, the idea was to keep it simple and create a collection of fashion-forward denim," a Guess representative told Mashable. "We had to ensure the styles weren’t too overdone since the fabric was to speak for itself."
The brand combined a clean silhouette with a subtle indigo hue to keep the collection refined.
"Everyone owns a piece of denim. You can buy that anywhere," Guess told Mashable. "But when you add something different that no one else has, such as ... denim that helps improve your body — that is something not many people can say no to. Denim is forever evolving, and Guess wants to continue to be a pioneer in that market."
Through the years Guess has often been ahead of the curve. The brand cast model and it-girl Gigi Hadid in an advertisement when she was only four years old.
Did you know that @paulmarciano discovered @gigihadid in 1999 when she was only 4 years old? Here she is in her first Baby GUESS shot A photo posted by GUESS (@guess) on Jan 21, 2015 at 9:56am PST
Hadid, now a household name, has since reprised her role with Guess appearing most recently in the brand's spring 2015 campaign.
Introducing the stunning @gigihadid as the face of Spring 2015 shot by the incredibly talented @davidbellemere and brought to life by creative director @paulmarciano A photo posted by GUESS (@guess) on Jan 19, 2015 at 7:39pm PST
Prices for the JeanCare collection range from $58 to $128 and are available on the company's website.