GUESS JEANS x Hysteric Glamour came together for Spring 2026. The project formed part of GUESS JEANS’ Spring 2026 campaign and sat within Nicolai Marciano’s broader direction for the brand. Since relaunching GUESS JEANS, the focus had been on placing it in conversation with culture beyond fashion through collaborations, activations, and a stronger presence in cities like Tokyo.

Courtesy of GUESS JEANS x Hysteric Glamour

Shot at a Los Angeles motel, the campaign moved between a room interior, a constructed studio, and the exterior under West Coast light. The collection followed the same approach. Vintage GUESS imagery was layered with Hysteric Glamour motifs, labels were stitched across garments, and denim was treated with embossing and laser techniques. Underneath, textured striped fabrics inspired by Venice Beach added another layer. That approach came directly from Hysteric Glamour’s history. Founded in 1984 by Nobuhiko Kitamura, the brand developed out of Harajuku with a perspective shaped by American culture but never limited to it. Its references to rock, pop, and underground scenes were always about interpretation. Over time, that carried into collaborations with Sonic Youth, the Andy Warhol Foundation, and later Supreme.

For Kitamura, working with GUESS JEANS was tied to his history with the brand, but the focus remained on how those references shifted depending on how the pieces were worn and understood. The collaboration also reflected GUESS JEANS’ growing focus on Japan, where the brand had leaned further into local partnerships and creative exchange following the opening of its Tokyo flagship.

Courtesy of GUESS JEANS x Hysteric Glamour