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GUESS is one of the best American fashion brand established by four Marciano brothers Georges, Paul, Armand, and Maurice. They were born in Morocco and raised in France. Then in 1977, they moved to California to establish a business, utilizing seed money given by the family who held the ownership of Jordache Jeans. Advertising and marketing have been crucial in the foundation of this company and would help direct them into one of the top-selling denim clothing brands of the Eighties. This fashion brand sustains and survived the rises and falls of the fashion industry in the Nineties and has effectively re-launched itself, targeted youth market in the Twenty-first century, helped by ads featuring Paris Hilton. GUESS clothing is now offered in three collections: GUESS (casual and denim wear), Guess Kids, Guess by Marciano (fashionable and modern ready-to-wear and accessories). The 1st GUESS perfume, "Original" Guess for women, was launched in the late Eighties by making collaboration with Revlon. From 2003 until 2009, Parlux held the perfume license for Guess when Guess started producing perfumes for men and women in association with Coty. The very first edition was launched in 1990 and the latest is from 2017.