GUESS USA has captured the essence of American heritage with the launch of its Spring/Summer 2024 campaign. Directed by Nicolai Marciano and photographed by Eli Russell Linnetz, the campaign draws inspiration from classic Western films, notably ‘Splash’.

This season, GUESS USA dives deeper into the rugged charm of the American West, offering a collection that marries traditional motifs with contemporary designs. The collection features a wide array of experimental design techniques and fabrics that synchronize with the brand’s ongoing narrative. Each piece, from raw-edged denim skirts to unhemmed vests and classic jeans adorned with stud embellishments, reflects a blend of masculinity and femininity.

Central to the collection is the use of washing and dying techniques across denim and leather, creating a lived-in feel. Cracked leather adds depth and character to the pieces, and accessories such as the Claudia bag, with its rusted metal hardware and stud embellishments, further accentuate the campaign’s vintage vibe.

The campaign’s imagery parallels the 1984 film Splash, where a desire consumes the protagonists. Eli Russell Linnetz captures this sentiment, portraying models submerged in water while wearing standout pieces from the collection. Through his lens, he explores themes of obsession and longing, capturing the deep emotions interlaced in every GUESS USA product.