GUESS just dropped its new Summer 2025 collection and to celebrate, it’s tapped up some pretty impressive guest stars. The new campaign features actor, skateboarder and surfer Evan Mock and model Alana Champion, celebrating the brand’s nostalgic aesthetic and old-school Americana ethos.
Evan Mock and Alana Champion were already part of the GUESS collective, but this marks their first full campaign together, solidifying their place in the brand’s cultural narrative.
Looking back at the brand’s distinctive design heritage, the new visuals feature reimagined imagery from the past, revisiting classic silhouettes, signature styles and highlighting GUESS JEANS’ unique DNA.
Photographed by Ian Markell under creative direction from Nicolai Marciano, the campaign transports us to the country, featuring Western-inspired influences and backdrops. Rather than urban gloss, the visuals lean into textural realism: warm light, lived-in denim, sun-kissed skin, and rugged landscapes that feel timeless yet spontaneous.
The campaign represents a return to GUESS’s identity. Raw denim, Americana imagery, and freedom-infused styling. All presented through a Gen Z lens with energy and authenticity.
You can shop for the summer 2025 collection here.
