GUESS USA Is Keeping Vintage Americana Alive and Well

GUESS USA just dropped its new Spring/Summer 2025 collection through a raw-edged campaign that puts distressed denim first. Rustic finishes characterize SS25, paired with heavy distressing and experimental design techniques, evolving the vision of designer Nicolai Marciano.

The campaign, lensed by long-term collaborator Eli Russell Linnetz, takes influence from small towns in America, looking at their "rock 'n' roll" heritage. Shredded denim shorts with American flag motifs, floor-length patchwork denim vests and crackle denim minis are among some of the standout pieces this season, paired with triple-washed lace, dirtied crop tops and a faux fur-trimmed knee-length coat.

Texture continues to be front and center of the collection, recreating muddy and vintage aesthetics through unique dyes, distressed embossing and smoke-toned embellishments. Once again, the Claudia Bag returns with a new look, elevated for the SS25 season. Leaning into the brand's extensive 40-year archive, the collection tributes past GUESS silhouettes to evoke a sense of nostalgia, updating them with USA-inspired motifs and elevated detailing.

Take a look at the new GUESS USA collection above and head to the brand's website to shop the new styles.

In other campaign news, Nara Smith and KATSEYE star in the latest one from FENDI.

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