GUESS JEANS Summer 2025: Evan Mock and the Return of Denim Nostalgia
by Adriano Batista
GUESS JEANS is going back to its roots. For its Summer 2025 campaign, the brand taps Hawaiian model-actor-skater Evan Mock and LA creative Alana Champion to channel the effortless cool of its most iconic ads. Shot in hazy California landscapes by photographer Ian Markell, the images combine nostalgia with a new generation’s energy: loose denim, bare skin, and that unmistakable GUESS attitude.
The campaign, launching July 24 on billboards and social media worldwide, doesn’t overcomplicate things. It’s denim in golden-hour light, undone and sensual, just like GUESS’s most memorable ‘90s work. But now, the faces reflect a different era of influence while keeping the brand’s DNA intact.
They join a growing GUESS family that includes musicians like Brent Faiyaz and Beabadoobee, athletes like Trent Alexander-Arnold, and models like Iris Law.
Check out the campaign images below:
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