"Dannielynn has the same playful spirit that her mother had on a set," said Paul Marciano, Creative Director for GUESS?, Inc. in a press release. (The ads for the Spring 2013 campaign will appear on buses, billboards and more beginning in mid-January 2013.) Adds Marciano: "She is a second-generation GUESS girl, which makes this campaign a first for us."
"Dannielynn knows that her mom passed away. She obviously doesn't know the details," he told Us. "At first I said, 'Your mommmy's up in the clouds.' Then we were on a plane from Kentucky and she asked, 'Which cloud is my mom on. Maybe she can come play?' You have to be forthright but keep it on a kid-friendly level."