Liverpool FC and England Player Trent Alexander-Arnold has been named as the new brand ambassador of the California –based denim brand Guess Jeans.
Alexander-Arnold will feature in the brand’s Summer 2024 campaign, ahead of his participation in the upcoming 2024 Euros Championship. Alongside fellow ambassador, British actress and model Iris Law, he will showcase the essence and vision of the brand Guess Jeans.
Set in a simple, uncluttered environment, the brand’s new campaign focuses on its classic denim pieces and Americana style. It highlights the brand’s AirWash technology that proves to be an eco-friendly alternative to traditional stone washing.
Developed in partnership with Jeanologia, the new technology uses air and bubbles to replicate the stone-washed look. It helps reduce the brand’s water and energy consumption and eliminates the need for pumice stones.
Launching with eight airwashes across denim pants, denim shirts and denim jackets, the Summer 2024 collection offers three denim fits for women and four for men, all inspired by archival designs from the '80s and ‘90s. It also showcases wardrobe essentials like graphic tees, hoodies, bombers, and puffers, each made with organic or recycled materials, reinforcing the brand’s commitment to sustainability.
The launch of this collection marks the debut commercial project of Nicolai Marciano, Creative Director, Guess Jeans, since assuming his responsibilities as thenew chief business development officer at Guess. The brand recently also launched its first flagship store in Amsterdam with a new innovative retail design concept rooted in the California Landscape.
