GUESS USA Channels Gritty Americana in SS25 Collection

GUESS USA’s New SS25 Campaign Channels Small-Town Rock ‘n’ Roll Vibes

GUESS USA has unveiled its Spring/Summer 2025 campaign, delivering a bold tribute to classic Americana with a rebellious edge. Designed by Nicolai Marciano, the collection embraces raw textures, heavily distressed denim, and experimental techniques that push the brand’s heritage forward.

Shot by longtime collaborator Eli Russell Linnetz, the campaign draws inspiration from America’s small-town rock ‘n’ roll roots. Standout pieces include shredded denim shorts with flag motifs, floor-length patchwork vests, and crackle-finish miniskirts—styled alongside triple-washed lace, grungy crop tops, and a faux fur-trimmed knee-length coat.

Texture plays a starring role, with mud-dyed fabrics, distressed embossing, and smoke-toned embellishments enhancing the vintage aesthetic. The iconic Claudia Bag also makes a comeback, reimagined for SS25 with fresh detailing.

By revisiting archival GUESS silhouettes and infusing them with modern Americana influences, the collection strikes a nostalgic yet contemporary chord.

Explore the full lineup on GUESS USA’s website and shop the latest drops.