GUESS Jeans’ summer 2025 campaign proceeds like a road movie told in stills, equal parts Americana and young romance, but established on denim. Evan Mock and Alana Champion pass through sun-bleached California back roads, their clothes catching light with the same persistence that old Westerns caught dust. Mock’s bleached mullet sharpens the season’s attitude and grounds the nostalgia in something more current.
GUESS Jeans Summer 2025 Campaign
Nicolai Marciano’s direction holds the brand’s core vocabulary steady. There are indigo jeans in worn washes, an open plaid shirt, a ribbed white tee stamped with a small logo, and a trucker jacket cut with the square proportion of the 1990s.
Noua Unu photographs the GUESS campaign, capturing frames that sit outdoors in fields, barns, and dirt roads, so the denim reads as part of the environment. It reads as an American summer under GUESS’ own rules: denim as default, youth as capital, and a calculated recall of the years when a logo tee and a sunburn could anchor a season.
