GUESS Jeans presents its Holiday 2025 campaign and gives the typical perfect Christmas campaign a slap in the face—a loving one, of course. There are no strategic snowballs or picture-perfect families here. There’s chaos, noise, random mixes of styles, songs that get too loud too quickly, and the kind of Christmas day that starts off calm and ends with someone dancing on a table.
The collection draws inspiration from the 90s, but without the cosplay. Loose denim that begs to be moved in, oversized knitwear that seems to embrace you, checks that scream winter without melodrama, sharp tank tops, and boots tough enough to walk through any emotional or meteorological hangover. It’s the “I got dressed quickly but it looks amazing” aesthetic. And that’s the real Holiday.
The campaign is set in a mountain house where everything happens at once: someone is cooking, someone else is playing music, someone else is laughing without really knowing why. Real parties, the kind where your clothes end up smelling a little like the fireplace and fun. Nothing is tidy… and that’s why it works. GUESS Jeans captures that beautiful chaos that turns any get-together into a cool memory.
Guess Jeans’ Christmas is that moment when plans fail and everything turns out better. It’s a little cold outside and very warm inside. It’s the party with no dress code, but where you still end up inspiring half the group with your outfit.
The Holiday 2025 collection is now available in selected stores and at guess.eu.
This is the second installment of Puma with Rombaut.
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