GUESS JEANS LAUNCHES THEIR NEW SUMMER CAMPAIGN EMBRACING CALIFORNIA'S COUNTRYSIDE AESTHETICS

words NATALIE GAL

The quiet charm of countryside Americana takes center stage as GUESS JEANS launches its summer campaign, featuring Hawaii-born multi-talent Evan Mock and Los Angeles model Alana Champion.

When you think of California, your mind might jump to Venice Beach sunsets, over-saturated 2016 selfies, or classic LA glam. But there’s a quieter, rugged side that is full of heritage, dusty roads and yes, denim. This campaign taps into a certain golden Americana nostalgia, a time and setting that is serene, not buzzing like the city, and doesn't require you to perform.

Alana Champion, a model, director, and social media personality from LA, brings her Gen-Z energy to the campaign. Alongside her is Evan Mock, not just a model and actor, but also a skateboarder, surfer, photographer, and former shark diver. A true adventurer from Hawaii. He shares:

“It feels really surreal. GUESS JEANS has such a rich history, so to be a part of it now is crazy. I love denim with a worn-in, lived-in look. I'm curious to see how people will wear the collection in their own way.”

In the past couple of years, there’s been a big resurgence of countryside Americana aesthetics, just think of the cowboy boot craze last year (is it even over?), flowy dresses, and that boho-chic vibe. The last time we saw a golden era like this was around the mid-2010s, when Coachella outfits ruled Instagram and, of course, We Heart It. 

We’re curious to see how GUESS JEANS will fit into this new wave. This time, the style feels more minimal, with a focus on quality, materials, and timeless silhouettes. As Nicolai Marciano, Chief New Business Development Officer, puts it:

“Evan and Alana represent a new era of creativity and self-expression that aligns perfectly with the brand’s vision for the future. This campaign is a celebration of the timeless spirit of GUESS JEANS.”