Since 1981 GUESS has had a singular vision of the ‘American way’ — pushing the boundaries of femininity, sexuality and youth culture with an  enormous archive that extends over forty years. 

Nicolai Marciano brought on photographer Eli Russell Linnetz for the re-envisioning of GUESS USA, the California-based brand division of GUESS.  Designed by Marciano, the apparel collection will innovate and illuminate the Western American aesthetic. Photography and rebranding will be directed by Linnetz – his vision intrinsically infused with Americana energy and attitude. As of Fall 2022 the collection will be exclusively distributed through  GUESS USA’s global partner Slam Jam, serving select retailers worldwide. 

“Inspired by the American Iconography of early GUESS  campaigns, the collection is filled with pieces you would find at artisanal roadside boutiques in America. Distressed  leathers, faded denim, sun bleached furs, and hardware crack ing with paint.” — NICOLAI MARCIANO.

Since its earliest marketing campaigns, GUESS has championed the medium  of photography which pioneered a new form of advertisement and branding.  Sometimes not even featuring any clothing, the iconic ads sold a lifestyle and  American dream — a prominent theme also found in the work of Eli Russell  Linnetz. 

Leaning on Eli Russell Linnetz’s vision for a larger visual re-imagining of the GUESS photographic archive — Marciano, Linnetz and Slam Jam work together to define a new generation of boundary pushing sexiness and attitude.