GUESS Jewellery was established in 2007 by the Marciano brothers. Brothers Paul and Maurice Marciano moved to Los Angeles in 1981 and opened their first store in upscale Beverly Hills area. Guess soon began advertising, and later introduced their iconic black-and-white ads in 1985. Their fashion models have included a number of supermodels, many of whom, such as Claudia Schiffer, Anna Nicole Smith, Eva Herzigova and Kate Upton, first achieved prominence via these ad campaigns. During the 1980s Guess was one of the most popular brands of jeans. In the 2000s, the company promoted a different look and sense of style, while the controversy that surrounded the company during the nineties was largely forgotten. Guess began catching the eye of many new people (mainly teens) who were unaware of Guess's earlier history. Recently, the clothing and accessories company has redesigned itself, offering several new aspects to the company. The new GUESS Jewellery design team constantly improves products and always brings you the latest GUESS fashion trend.