The 20 shots by Adams are only one aspect of Guess' campaign, though. Yu Tsai, who worked with Guess on fall's visuals, shot a separate series in color to run in publications including Best Life, Condé Nast Traveler, Esquire, Lucky, Men's Vogue and Teen Vogue. Though a Guess spokesman declined to disclose the cost of the new campaign, Guess reported in financial filings that it spent $22.4 million last year on advertising.

For his contribution, Adams said: "I wanted a modern feel for the shoot, but also wanted the nostalgic feeling of some of the original Guess campaigns."

Adams said he will donate his fees to his namesake foundation that funds projects supporting the elderly, victims of wars and natural disasters and other disadvantaged individuals. "I'm looking forward to working with [Guess and Marciano] again," he said. — Khanh T.L. Tran

AQUASCUTUM HOTS UP: Aquascutum has swapped the stately home for a sea of sand dunes in its spring ads. Last season, Gisele Bündchen and Irish actor Jamie Dornan romped at Cliveden — the famous backdrop to the Profumo Affair — but this time around, they're sweating together in what looks like the Sahara. "We wanted to develop the relationship between our power couple, but we also wanted something more adventurous, where you could feel the heat of the summer," said Charlotte Thomas, global communications director for the brand. For the fourth season running, Mario Sorrenti has photographed the campaign, which was shot in a studio in Manhattan. In the campaign, Bündchen is wearing a hot pink silk jersey dress and a gold silk trench dress. The campaign will break in WWD's London Preview in February, and in the March issue of magazines including W, V and British, French, Italian and Russian Vogue. — Samantha Conti