The campaign pays tribute to those advertisements that defined generations.
Two of today’s most influential faces bring to life a new vision of the timeless aesthetic of GUESS JEANS. Under the creative direction of Ian Markell, Evan Mock and Alana Champion are transported to a Californian landscape, where denim reigns supreme in an ethereal and minimalist setting.
A proposal that encapsulates the provocative and carefree essence that has always characterised the brand, now led by Nicolai Marciano, while maintaining its visually distinctive legacy. On this occasion, the creative director has reimagined classic images from the history of GUESS JEANS, transporting the protagonists to a nostalgic American aesthetic that seamlessly blends the freshness of the present with iconic moments from the past.
This launch comes at a key moment for the brand, which continues to set the pace in contemporary culture. With the addition of Evan and Alana, who join the family of ambassadors including Tony Effe, Brent Faiyaz, Beabadoobee, Kai-Isaiah Jamal, Gene Gallagher, and Iris Law, among others, GUESS JEANS consolidates its position as an undisputed avant-garde benchmark.
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