Guess Jeans taps Trent Alexander Arnold as brand ambassador

California denim brand Guess Jeans has tapped Trent Alexander-Arnold as the newest face of its Summer 2024 collection. 

As part of the partnership, the Liverpool FC and England player will be featured in the brand’s Summer 2024 campaign, ahead of his participation in the upcoming 2024 Euros Championship.

He joins fellow ambassador, British actress and model Iris Law, who joined the brand in May. The duo is captured through the lens of photographer Rafael Pavarotti, showcasing the essence of Guess Jeans latest contemporary vision. The campaign images are set in a minimalist environment, focusing on the brand’s classic denim pieces and Americana style.

Notably, the campaign highlights Guess AirWash technology, an eco-friendly alternative to traditional stone washing. This innovation, developed in partnership with Jeanologia, uses air and bubbles to replicate the stone-washed look, significantly reducing water and energy consumption and eliminating the need for pumice stones.

The Summer 2024 collection debuts eight airwashes across denim pants, denim shirts and denim jackets. Jeans include three fits for women and four for men, all inspired by archival designs from the ’80s and ‘90s. The collection also showcases wardrobe essentials like graphic tees, hoodies, bombers, and puffers, each made with organic or recycled materials, reinforcing the brand’s commitment to sustainability.

The launch marks Nicolai Marciano, creative director of Guess Jeans, first commercial project since becoming chief new business development officer at Guess. Most recently, the brand also inaugurated a European store in Amsterdam, marking the first of a new fleet of Guess Jeans flagships, that introduce a new innovative retail design concept rooted in the California Landscape.