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A New Era for GUESS JEANS
GUESS JEANS has taken its creativity to the next level for 2025, tapping into the vibrant energy of the U.K.’s cultural scene. Under the guidance of creative director Nicolai Marciano, the brand’s latest campaign stars some of the most exciting names in music, poetry, and fashion. Leading the way is indie darling Beabadoobee, joined by poet and model Kai-Isaiah Jamal and musician Gene Gallagher.
This isn’t just another denim campaign; it’s a celebration of self-expression, individuality, and the timeless allure of GUESS JEANS.
Behind the Lens: Rafael Pavarotti’s Vision
Photographed by the talented Rafael Pavarotti, the campaign delivers a striking mix of classic and contemporary. The decision to shoot in black and white adds an iconic, almost cinematic quality, giving each piece in the collection a timeless edge.
Each portrait captures the unique personality of its subject, reflecting GUESS’s focus on authenticity and bold style. Beabadoobee, for instance, exudes effortless cool, proving once again why she’s one of Gen Z’s most influential style icons.
Denim Reimagined: Standout Looks from the Campaign
GUESS JEANS’ latest collection brings modern innovation to classic denim staples. Beabadoobee rocks some of the collection’s standout pieces, including:
- Wide-Leg Jeans: A fresh take on a vintage silhouette that pairs perfectly with anything, from sneakers to boots.
- Matching Trucker Jacket: A versatile layering piece that adds structure and personality to any outfit.
- Denim Shirt & Logo Tank: Styled together, these pieces create a clean yet bold look that feels effortlessly cool.
The campaign showcases how GUESS’s AIRWASH technology sets these pieces apart. This innovative approach to denim production not only ensures the highest quality but also reduces water usage, making it a more sustainable choice for today’s conscious shoppers.
GUESS JEANS Goes Global
2025 is shaping up to be a big year for GUESS JEANS beyond just this campaign. Nicolai Marciano has been busy expanding the brand’s physical footprint. With flagship stores already open in Tokyo and Los Angeles, the brand is set to bring its signature style to Poland and Dubai next.
These new spaces will give fans a chance to experience GUESS JEANS in a whole new way, offering immersive shopping environments that match the energy of the brand’s latest designs.
Why This Campaign Matters
What makes this campaign so special isn’t just the clothes—it’s the stories and energy behind them. GUESS has always been about more than just fashion. It’s a brand that celebrates creativity and individuality, which is why tapping into cultural innovators like Beabadoobee, Kai-Isaiah Jamal, and Gene Gallagher feels so spot-on.
This campaign is a reminder that denim isn’t just a fabric—it’s a statement. It’s about who you are, how you express yourself, and the legacy you want to leave behind.
Shop the Collection
Can’t wait to get your hands on these pieces? Head to the GUESS JEANS website to shop the latest collection and channel the effortlessly cool vibe of this campaign.
If you’re a fan of bold, timeless fashion that doesn’t compromise on quality or innovation, this is your sign to level up your wardrobe.
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