【GUESS JEANS】Announcing Collaboration Items with HYSTERIC GLAMOUR

GUESS JEANS, under the leadership of Chief New Business Development Officer Nicolai Marciano, is pleased to announce a new collaboration with HYSTERIC GLAMOUR. This partnership symbolizes a powerful and creative dialogue between two brands that have long driven global denim, youth culture, and counter-culture design.

Connecting the creative communities of California and Tokyo, this project realizes a new creative fusion that transcends cities and cultures, centered on shared values of "individuality," "rebellious spirit," and "bold visual storytelling."

GUESS JEANS is unveiling its Spring 2026 campaign, themed around nostalgia and candid self-expression. While inheriting the impressive visual expression and subculture spirit built by both brands, the collection reinterprets archival elements from a contemporary perspective. The campaign features talent who embody the worldviews of both brands, captured through cinematic direction.

The shoot took place at a motel in Los Angeles. Composed of three scenes—a motel room exuding an intimate atmosphere, a specially constructed studio set, and the motel exterior bathed in West Coast light—the visuals express a world where surf, skate, music, and underground culture intersect. The result is a visual aesthetic that is both playful and provocative, balancing nostalgia with modernity.

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 surf and skate culture.

Vintage-inspired West Coast "GUESS?" graphics and iconic HYSTERIC GLAMOUR motifs have been reconstructed through layering, collage, and remixing.

The collection features crafted details such as appliquéd labels on pockets and tags sewn on like archival stickers. Furthermore, by combining denim treated with embossing and laser techniques with retro multi-stripe materials reminiscent of Venice Beach, the collection proposes a bold wardrobe where nostalgia and novelty 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.

About HYSTERIC GLAMOUR

Established in 1984 by designer Nobuhiko Kitamura, HYSTERIC GLAMOUR was born as one of the counter-culture brands symbolizing the Harajuku movement. Against the backdrop of American culture permeating Japan, the brand fused rock, pop art, and vintage Americana. As an antithesis to conservative fashion, it established an aesthetic that embodies a unique rebellious spirit. Its provocative graphics and energetic expression served as a bridge between Japanese street culture and Western society, exerting a major influence on the next generation of designers and the streetwear scene.

The brand solidified its presence in the cultural scene through collaborations with Sonic Youth in the 90s and the Andy Warhol Foundation in the 2000s. Since then, while expanding its touchpoints with the new generation through collaborations with Supreme, it has built a firm position as a brand that maintains its independence. It remains an influential brand that continues to garner support from collectors and cultural insiders around the world.

Comment from Nobuhiko Kitamura (HYSTERIC GLAMOUR)

"Since GUESS JEANS and I shared the same era, I arranged the nostalgia I felt for GUESS JEANS at the time in the HYSTERIC GLAMOUR style. I would be happy if the next generation could coordinate these pieces freely."

Comment from Nicolai Marciano (GUESS JEANS)

"This collaboration embodies a natural synergy for both brands, which have celebrated individuality, youth culture, and bold self-expression. By fusing the visual worlds of GUESS JEANS and HYSTERIC GLAMOUR, we were able to create new designs that respect our heritage while offering playfulness and surprise for the next generation."

About GUESS JEANS

GUESS JEANS is a West Coast American lifestyle brand rooted in 40 years of denim history. Conceived by Nicolai Marciano, GUESS JEANS is committed to sustainability and cutting-edge innovation, embodying the next era of denim fashion. By blending the brand's rich heritage with a contemporary perspective, GUESS JEANS offers a full line of core basics centered on denim that encapsulates the timeless essence of GUESS.