GUESS JEANS is the latest California denim line from American denim pioneer Guess, with Iris Law unveiled as the first face, photographed by Rafael Pavarotti. 

“GUESS JEANS is excited to unveil Iris Law as its first brand ambassador. Iris represents the reimagination of the iconic GUESS girl imagery through the lens of GUESS JEANS. Drawing inspiration from the past forty years of industry-defining GUESS girls, Iris's innovative perspective on style and femininity embodies the classic allure that has defined the GUESS brand.” - Nicolai Marciano the Creative Director of GUESS JEANS.

The British actress and model is captured in a stripped back setting, wearing staple pieces from the inaugural GUESS JEANS collection. Rooted in denim, GUESS JEANS riffs on the essence of Americana that’s at the heart of the brand’s legacy. Iris Law embodies the modern evolution of the brand; built upon forty years of heritage, GUESS JEANS constructs a springboard for the next four decades of the American fashion institution.

Modernized in fit, the garments are adorned with graphic archival emblems, and imbued with the cultural and subcultural associations synonymous with the story of GUESS: an ageless nostalgia rooted in its emblematic black-and-white campaigns from the 1980's onwards to the hip-hop community’s affinity for the brand in the early 1990's. With all fabrications made up of organic or recycled materials, GUESS JEANS reinvigorates the brand’s denim-driven history through a young, present-day mindset focused on sustainable manufacturing and authentic fashion. In the 1980's, GUESS made denim fashionable; in the 2020's, GUESS JEANS makes it sustainable.

GUESS JEANS will reveal a series of talent that symbolise the future generation, propelled through a fresh, contemporary vision integral to the creation of GUESS JEANS.

More of the collection can be found in Fusion stores.

Shop online at: www.globalbrandsstore.com