GUESS USA, the denim and debauchery-focused branch of GUESS, has just released its Fall/Winter 2024, giving us a peek into the shoulder-and-below looks set to come out later this year.
Under the creative direction of Nicolai Marciano, GUESS USA’s Wild Wild West approach couldn’t have come at a better time, with Beyoncé and Lana Del Rey both announcing their country albums this year. The lookbook, shot by Eli Russell Linnetz, and with distribution by Slam Jam, shows the fits in front of a wooden background, giving ranch over yonder.
This season’s offering is inspired by vintage styles, as leather pieces take on a cracked look and one rustic jacket in particular features weathered graphic patches, pulled from the GUESS archives. Trucker, biker, sherpa and dyed denim jackets join the offering, turning wardrobe staples into stylised statement pieces.
Of course, because it's GUESS USA, there’s a huge emphasis on denim. Jackets and shorts take on a distressed and shredded look, as if it was chewed up by the ranch’s local dog. One pair of jeans reimagines the American flag while a mini-dress uses patches of different denim for a look that taps into that Americana aesthetic.
The distressed look is continued into knitted pieces, such as crew necks and cardigans. Again, the American flag appears on a cable-knit button-up cardigan, reimagine in light blue and white colours. Faux fur also makes an appearance this season, on a vest and cropped jacket, with the material being engineered exclusively in Paris.
While the clothing certainly is head-turning, GUESS USA also double-downed on its accessories. New iterations of the signature Claudia bag, in a baby pink and mint cracked leather, and a faded denim version. Obviously cowboy boots complete certain looks, while others are finished off with workwear-style ankle boots.
With a focus on high craftsmanship and GUESS’s own history, the latest GUESS USA campaign taps into the Western aesthetic, taking it to new fashionable heights.
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