*10.29.   Indemnification Agreement among the Registrant and certain 
stockholders of the Registrant.
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                              INDEMNIFICATION AGREEMENT


      INDEMNIFICATION AGREEMENT (the "Agreement"), dated as of August 7, 
1996, among the following parties (the "Parties"):  Guess ?, Inc., a Delaware 
corporation (the "Company"), the stockholders of the Company indicated on the 
signature pages hereto (such stockholders being referred to herein, 
collectively, as the "Principal Stockholders").

                                  R E C I T A L S

      WHEREAS, the Parties, together with Merrill Lynch, Pierce, Fenner & 
Smith Incorporated and Morgan Stanley & Co. Incorporated, as representatives 
of the U.S. Underwriters named therein (the "U.S. Underwriters"), are parties 
to a U.S. Purchase Agreement of even date herewith (the "U.S. Purchase 
Agreement") and, together with Merrill Lynch International and Morgan Stanley 
& Co. International Limited, as representatives of the Managers named therein 
(the "Managers"), are parties to an International Purchase Agreement of even 
date herewith (the "International Purchase Agreement," and, together with the 
U.S. Purchase Agreement, being referred to herein, collectively, as the 
"Purchase Agreements");

      WHEREAS, pursuant to the terms of the Purchase Agreements, the 
Principal Stockholders may be required to indemnify the U.S. Underwriters or 
the Managers (as the case may be) with respect to, or contribute to, certain 
liabilities arising out of the offering of the common stock of the Company, 
par value $.01 per share, contemplated by the Purchase Agreements;

      WHEREAS, the Company wishes to indemnify and advance expenses to the 
Principal Stockholders in connection with any proceedings and liabilities 
arising from the obligation of the Principal Stockholders under the Purchase 
Agreements in the manner provided for herein.

      NOW, THEREFORE, in consideration of the foregoing recitals, the 
agreements contained herein and other good and valuable consideration, the 
sufficiency and receipt of which are hereby acknowledged, the Parties hereby 
agree as follows:

      Section 1.    Indemnification and Advancement of Expenses.  In respect 
of any proceeding by any Indemnified Party (as defined in the U.S. Purchase 
Agreement or the International Purchase Agreement, as the case may be) 
against a Principal Stockholder in respect of (i) any breach of a 
representation or warranty contained in Section 1 of each of the Purchase 
Agreements and (ii) indemnification under Section 6 or contribution under 
Section 7 of each of the Purchase Agreements:

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      (a) Subject to the provisions of paragraph (b) of this Section 1,

           (i)  the Company agrees to advance the reasonable expenses 
   incurred by such Principal Stockholder in respect of such proceeding 
   including those incurred by such Principal Stockholder for separate 
   counsel and to reimburse any such reasonable expenses not advanced by 
   the Company in the first instance;

          (ii) the Company agrees to indemnify such Principal Stockholder 
   in respect of any liability incurred in or as a result of such 
   proceeding; and

         (iii) the authorization by the Company's stockholders of the 
   agreement to indemnify contained herein and the execution of this 
   Agreement constitute a conclusive determination that indemnification is 
   due to such Principal Stockholder in such circumstances and the specific 
   stockholder authorization for such indemnification.

      (b) The Company shall not indemnify such Principal Stockholder from or 
on account of:

           (i) such stockholder's acts or omissions finally adjudged to 
   be intentional misconduct or a knowing violation of law;

          (ii) such stockholder's conduct finally adjudged to be in 
   violation of Section 174 of the General Corporation Law of the State of 
   Delaware; or

         (iii) any transaction with respect to which it was finally 
   adjudged that such stockholder personally received a benefit in money, 
   property, or services to which such stockholder was not legally entitled.

      Section 2.    Successors and Assigns.  This Agreement and all 
obligations, rights and remedies of the Parties hereunder shall be binding 
upon and inure to the benefit of their respective legal representatives, 
successors and assigns.

      Section 3.    Entire Agreement.  Each of the Parties acknowledge that 
there are no other agreements or representations, either oral or written, 
express or implied, not embodied or referenced in this Agreement, which 
represents a complete integration of all prior and contemporaneous agreements 
and understandings of the parties hereto with respect to the subject matter 
hereof.

      Section 4.    Governing Law.  This agreement shall be construed in 
accordance with the laws of the State of New York, without regard to the 
choice of law rules thereof, and the obligations, rights and remedies of the 
parties hereunder shall be determined in accordance with such laws.

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      Section 5.    Counterparts.  This Agreement may be executed in one or 
more counterparts, each of which shall be deemed to be an original, and all 
of which together shall constitute one and the same instrument.

                                    [Signature pages follow]




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      IN WITNESS WHEREOF, the Parties hereto have executed this Agreement as 
of the date first above written.

                               GUESS ?, INC.
           
                               By:   /s/ ROGER A. WILLIAMS
                                     Name:  Roger A. Williams
                                     Title:   Executive Vice President and Chief
                                              Financial Officer
           
           
                               MAURICE MARCIANO TRUST
                               (1995 RESTATEMENT)
           
                               By:   /s/ MAURICE MARCIANO
                                     Maurice Marciano
                                     Trustee
           
           
                               PAUL MARCIANO TRUST
                               UNDER TRUST DATED FEBRUARY 20, 1986
           
                               By:   /s/ PAUL MARCIANO
                                     Paul Marciano
                                     Trustee
           
                               ARMAND MARCIANO TRUST
                               UNDER TRUST DATED FEBRUARY 20, 1986
           
                               By:   /s/ ARMAND MARCIANO
                                     Armand Marciano
                                     Trustee


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