Yamamay and Guess enter into an agreement for lingerie lines
Giulia Crivelli
"For our group, 2025 was a positive year of single-digit revenue growth. All the more positive considering the global context, which no company can ignore and which can be intimidating. Like any entrepreneur, I have an obligation to look to the future with optimism, but also with lucidity,' explains Gianluigi Cimmino, CEO of Yamamay. 'There are so many unknowns for 2026 as well: what we can do as a company is to remain focused, investing in people and ideas and remaining confident, strong in the goals we have achieved and the growth prospects, in Italy and abroad, that we continue to see.
These are not mere words, those of Cimmino: no one can deny that 2025 was one of the most difficult years in terms of factors that elude any kind of strictly corporate planning. The CEO of Yamamay, the Italian underwear and beachwear brand founded by the Cimmino family in 2001, and his team of managers and collaborators have therefore been working on internal projects, linked to the core business and the vocation to become increasingly international, and the year closes with the concretisation of one of these projects, the agreement with the Guess brand.
"I have always admired the founders of Guess, Paul Marciano and his brothers,' explains Gianluigi Cimmino. 'This is an American brand that is twenty years older than Yamamay and we can say that it has marked the history of denim and not only, thanks to its communication strategies: Guess' campaigns are part of the history of contemporary photography in the broadest sense, not just fashion photography. The agreement comes after months of getting to know each other, with many trips between Italy and the United States that have allowed us to get to know each other better and to understand how best to structure this partnership, which is much more than a seasonal collaboration". The agreement envisages a capsule collection signed by both brands for next spring-summer, which will be followed by the production of Guess branded underwear collections for women and men for autumn-winter 26-27. Next year's S/S capsule collection will be distributed in Italy and abroad exclusively in Yamamay stores, on yamamay.com and www.guess.eu. "This partnership brings together two established identities with complementary strengths and I am confident that the products and vision we will create together will set a new standard in the industry," commented Paul Marciano, co-founder and creative director of Guess.
'We had obviously started before Covid, but the epidemic, the lockdowns and then the rebound in consumption and purchases in physical shops led us to refine the distribution mix,' stresses the CEO of Yamamay. E-commerce is important, but retail remains fundamental and must be continually renewed. It is true that after Covid there has been a sharp increase in traffic in shops, a trend that must be nurtured: the consumer has more and more choice and must be stimulated, particularly for products such as those of Yamamay, which on the one hand are indispensable, on the other hand they must stand out from those of the competition and obviously it is not just a question of price".
