[GUESS JEANS] Announces Collaboration with HYSTERIC GLAMOUR

Under the leadership of Chief New Business Development Officer Nicolai Marciano, GUESS JEANS is pleased to announce a new collaboration with HYSTERIC GLAMOUR. This partnership symbolizes a powerful and creative dialogue between two brands that have led global denim, youth culture, and counter-culture design. Connecting the creative communities of California and Tokyo, this project has achieved a new fusion of creativity that transcends cities and cultures, centered around the shared values of "individuality," "rebellious spirit," and "bold visual storytelling." GUESS JEANS unveils its Spring 2026 campaign with the theme of nostalgia and frank self-expression. While inheriting the impressive visual expression and subculture spirit built by both brands, archive elements are reinterpreted from a contemporary perspective. Talents who freely embody the worldview of both brands are cast, depicted through cinematic direction. The photoshoot was conducted at a motel in Los Angeles. Composed of three scenes – an intimate motel room, a specially constructed studio set, and the motel exterior bathed in West Coast light – it expresses a worldview where surf, skate, music, and underground culture intersect. The visuals are finished to be nostalgic yet modern, possessing both playfulness and provocation.

About the Collection The Spring 2026 collection fuses the classic silhouettes of GUESS JEANS with the bold graphic expressions of HYSTERIC GLAMOUR, set against the backdrop of California's surf and skate culture. Vintage-inspired West Coast GUESS? graphics and HYSTERIC GLAMOUR's iconic motifs have been reconstructed through layering, collage, and remixing. Craftsmanship is evident in details such as appliquéd labels on pockets and tags sewn on like archive stickers. Furthermore, by combining denim treated with embossing and laser treatments with retro multi-stripe materials reminiscent of Venice Beach, we propose a bold wardrobe where nostalgia and newness coexist. The GUESS JEANS × HYSTERIC GLAMOUR Spring 2026 collection is scheduled to be released sequentially starting April 4th at GUESS JEANS Tokyo and the official online store.

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