GUESS JEANS revolutionizes the denim industry with the new GUESS AIRWASH™ concept and announces Iris Law as the face of the brand.

GUESS JEANS launches the all-new Californian denim lifestyle brand from American denim pioneer GUESS, with Iris Law as the first face, photographed by Rafael Pavarotti. GUESS JEANS will unveil a range of talents that symbolize the next generation, brought together by a fresh, contemporary vision that is a big part of the creation of GUESS JEANS.

“GUESS JEANS is pleased to unveil Iris Law as its first brand ambassador. Iris represents the contemporary version of the iconic GUESS Girls through the lens of GUESS JEANS. Inspired by the past forty years of iconic GUESS Girls, Iris embodies’ innovative take on style and femininity the classic allure that has defined the GUESS brand.”

– Nicolai Marciano

The British actress and model is photographed in minimalist surroundings, wearing items from the first GUESS JEANS collection. Rooted in denim, GUESS JEANS taps into the essence of ‘Americana’ that is at the heart of the brand’s legacy. Iris Law embodies the modern evolution of the brand; Building on forty years of heritage, GUESS JEANS is building a springboard for the next four decades of America’s fashion institution.

In the 1980s, GUESS made denim fashionable; in the 2020s, GUESS JEANS makes it sustainable. This mentality is reflected in the generational perspective of Nicolai Marciano, the Creative Director of GUESS JEANS. He was born in 1996 and spent his formative years in the family business led by his father. In 2016, he was the driving force behind the archive-fueled collaboration between artist A$AP Rocky and GUESS. GUESS JEANS is an expression of his own knowledge of the brand’s impact on the culture and subculture of his youth and is the first commercial project that Nicolai Marciano is launching as Chief New Business Development Officer of GUESS. 42 years after the brand popularized stonewash, the new technology-driven line marks a full circle for the denim pioneer as the sustainable era of GUESS AIRWASH™ arrives.

The GUESS JEANS summer collection 2024 will be available worldwide from Tuesday, May 21 via and in the first GUESS JEANS flagship store, which opens on the same day in Amsterdam. The GUESS JEANS Immersive Experience can be visited for free at Looiersgracht 60 from May 22 to 24 from 10:00 AM to 7:00 PM (closed on May 24 from 4:00 PM). Click here for more information and registration.