Who better to revamp Guess’ extensive archive (spanning over four decades), than Nicolai Marciano? The son of Guess co-founder Paul Marciano was tasked with bringing the brand firmly into the zeitgeist with the introduction of Guess USA in 2017. Tapping into his family history and the brand’s American roots, the zillenial designer hopes to capture the attention of gen-z audiences with his take on provocative Americana. Continuing to collaborate with photographer (and the designer behind ERL) Eli Russell Linnetz for Guess USA's S/S 23 collection, results in an ode to sultry American summers.
Guess USA reimagines ’traditional Americana’. Expanding on the staples Marciano introduced with his inaugural A/W 22 collection, for spring, sun faded denim is adorned with vintage patchwork adding a vibrant nostalgic feel. Inspired by the styles of Southern California, the lineup is completed with distressed leather jackets and beach-ready knit dresses.
'The second chapter of Guess USA is really highlighting our history of exploring colour and technique as a denim company,’ explains Marciano. ‘Guess was a very innovative and daring company in the 90’s era when it came to fashion denim. Based on the spirit of Southern California and overdye we’ve expanded the story for Guess USA across the whole collection in a more eclectic and elevated way.’
The collection is accompanied by a campaign shot by Linnetz. Staying true to Guess’ provocative marketing that made it one of the most popular denim brands of the 90s and early 00s, the sultry campaign features models hard at work on a farm (bails of hay included). 'One of the reasons I was excited to work with Nicolai on this project is the strong sense of story-telling that goes with the heritage of the brand,' Linnetz says.
The Guess USA S/S 23 collection is available now at SlamJam.com.