In his twenty-five years as chief image guru at the fashion label Guess? Inc., Paul Marciano has turned a number of pretty women into supermodels. There was the German beauty, Claudia Schiffer, who became a staple of black-and-white Guess magazine ads in the late 1980s. And there was the voluptuous Texas waitress, Vickie Smith. Marciano says he suggested she use the name Anna Nicole. He was less successful in trading on the already white-hot celebrity of Paris Hilton, who was featured in a series of Guess ads two years ago but left to pursue an acting career. "The Guess girl is edgy, sexy, confident," he says. "And she loves to be looked at."
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