GUESS JEANS launches the new California denim lifestyle brand by the American denim pioneer, with Iris Law unveiled as the first face, photographed by Rafael Pavarotti. GUESS JEANS will reveal a series of talent that symbolise the future generation, propelled through a fresh, contemporary vision integral to the creation of GUESS JEANS.

"GUESS JEANS is excited to unveil Iris Law as its first brand ambassador. Iris represents the reimagination of the iconic GUESS girl imagery through the lens of GUESS JEANS. Drawing inspiration from the past forty years of industry-defining GUESS girls, Iris’s innovative perspective on style and femininity embodies the classic allure that has defined the GUESS brand." – Nicolai Marciano

GUESS JEANS reclaims the fashion giant’s legacy as a frontrunner in the denim field with the introduction of GUESS AIRWASHTM: a state-of-the-art sustainable alternative to the stone washing spearheaded by GUESS at its inception in 1981. Conceived by Creative Director Nicolai Marciano, GUESS JEANS reconnects with the essence of the brand that changed the culture of denim. The timeless proposal reimagines and refines the authentic West Coast wardrobe epitomised by GUESS through contemporary values and vision.