GUESS JEANS introduces a new chapter that redefines the idea of the GUESS Girl through a lens of authenticity and self-expression. Set against the Los Angeles skyline, the latest campaign spotlights a curated group of emerging and unexpected icons drawn from the city’s creative pulse.

Captured entirely on iPhone 5cs by the talent themselves, the imagery embraces a raw, unfiltered aesthetic. Some faces are newly discovered, while others are already embedded within Los Angeles’ cultural fabric, but each brings a distinct and unapologetic point of view that feels unmistakably GUESS.

The campaign stars Dylan Shaw, Lily Rose Withold, Echo Seireeni, Chessa Subbiondo, Claire Cameron, Mazzy Joya, Elona Lois, Skylar Pedroza, Konoka Smith, Emmah Holtehoff, Rilo Yamagata, Bella Scaffidi, Taya Salley, Victoria Davidoff, and Kat Johnston. 

Launched through a guerrilla-style strategy that merges bold billboard placements with a targeted social rollout across Los Angeles, the campaign pays homage to the brand’s longstanding commitment to discovering and elevating talent. By evolving the GUESS Girl into a collective rather than a singular archetype, GUESS JEANS reinforces a message rooted in community, authenticity, and the idea that anyone can be a GUESS Girl.