Turnstile bassist Franz Lyons is the latest unexpected face of GUESS JEANS, proving the brand’s commitment to spotlighting authentic voices from music and culture. Known for his explosive stage presence in the Grammy-nominated hardcore band, Lyons steps into the denim world with the same raw charisma that defines his performances.

Shot by photographer Liam MacRae against clean, minimalist backdrops, the campaign lets Lyons’ natural energy take the spotlight. He wears relaxed G18 jeans in two washes, paired with a bomber jacket and a long denim shirt, timeless pieces that let his personality shine through. The simplicity works; there’s no need for flashy styling when the subject already carries so much presence.

This collaboration makes sense for both sides. GUESS JEANS has built a reputation for tapping rising stars across music, sports, and fashion (like Brent Faiyaz, Beabadoobee, and Trent Alexander-Arnold), while Turnstile’s genre-blurring success (from hardcore pits to Grammy nods) positions them at the forefront of today’s music scene. Lyons even wore GUESS JEANS in Turnstile’s recent “BIRDS” music video, blurring the lines between campaign and real life.

For Lyons, the partnership feels like a full-circle moment. “GUESS JEANS is an institution,” he says, praising Nicolai Marciano’s direction. “They’re doing something different by bringing in artists instead of just models. When they told me I’d be on a Sunset Boulevard billboard? That was a ‘WOW!’ moment.”

Check out the campaign images below: