GUESS is launching a new campaign featuring Iris Law as the face of the brand, with photographs taken by photographer Rafael Pavarotti. This marks a new era in denim fashion for the brand, which has been a leader in denim since its start in 1981 and is known for its stonewashed designs.
The debut GUESS JEANS collection showcases a range of denim pieces for both men and women, all treated with the new GUESS AIRWASH technology. The collection draws inspiration from vintage designs of the ’80s and ’90s, blending classic Americana style with a modern twist. In addition to using GUESS AIRWASH, the brand is also committed to using fabrics made from organic or recycled materials, further emphasizing their dedication to sustainable fashion.
GUESS AIRWASH represents a new chapter in denim fashion, highlighting the brand’s commitment to sustainability and reducing water and energy consumption. The collection is available on guess.eu and in the first flagship store in Amsterdam, with plans for more flagship stores to come. This move solidifies GUESS’ position as a pioneer in denim fashion while embracing the challenges of the future.
Are you ready to join the GUESS AIRWASH revolution?