Zico Joins GUESS JEANS as New Global Ambassador
by Adriano Batista
GUESS JEANS has found its newest face in Zico, the South Korean rapper, producer, and record label director. Known for his creative vision and influence, Zico steps into the brand’s world as part of its ongoing mission to connect with cultural leaders across fashion, music, and art.
Shot in South Korea by photographer Jong Ha Park, the campaign keeps the focus on denim. Zico wears classic pieces like the G18 dark wash selvedge jacket and jeans, a medium wash paneled shirt with G16 light wash denim, and a logo tee.
For Zico, the partnership is a natural fit. “It’s an honor to team up with GUESS JEANS and VERDY,” he says. “I admire how a historic brand keeps evolving without losing its identity. That’s something I strive for in my music too.” His upcoming single “EKO EKO,” a collaboration with Japanese group M-flo, drops the same year, making 2025 a major moment for his career.
Check out the campaign images below:
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