GUESS USA has released its Fall/Winter 23 campaign, designed by Nicolai Marciano (the son of GUESS USA co-founder Paul Marciano) and captured by the Dior collaborator and ERL founder Eli Russel Linnetz, who spearheaded all photography and visual language, with Slam Jam overseeing distribution.
The collection evolves the Americana roots of the GUESS USA image, toying with shapes and proportions, seen through leather-like cracked denim in flared and wide-legged baggy jeans. Other denim styles feature embellished detailing, perforated with lace.
A frayed denim overcoat, patchwork, lace-up jeans and a denim vest with gold hardware to reveal the artisanal qualities of the GUESS USA atelier, all sewn, washed and handcrafted in the brand’s Los Angeles headquarters.
Faux fur features alongside hedonistic mini-skirts and corsets, worn-out Western-inspired accessories and suede down jackets.
Upon designing the collection, Nicolai Marciano stated: “[For] the third collection, we’ve begun pushing the envelope when it comes to the silhouettes and fits. We are in constant play between leather and denim.”
GUESS USA was founded in 1981 by Paul and Maurice Marciano in Los Angeles, California, initially focusing on denim. It quickly gained popularity for its modern and sexy cuts that struck a chord with a new youth generation. The brand is known for its unique and unmistakable design, channelling the spirit of rebellion into workwear-inspired denim. It is considered to be the first brand to push designer jeans for both men and women.
Recently, GUESS USA has rebranded, sponsoring professional skateboarders such as Alex Midler and sexing up its campaigns, partnering up with Eli Russel Linnetz.
Eli Russel Linnetz shared the story behind the imagery: “[In the campaign], the female lead is unearthing the past; clothes that have been stored away for a long time now emerge from crates and are now entering the world after being hidden away. GUESS USA has always been at the forefront of provocative imagery; I like creating powerful images that capture that.”
With steamy shots of sweaty hunks, cheeky denim chaps, and saucy snakes on naked models, GUESS USA’s Fall/Winter 23 campaign is a welcome hit of horniness just in time for cuffing season.
The GUESS USA Fall Winter 23 collection will be available to shop on Friday September 15.
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