Iris Law Is Officially A Guess Girl

by SHOWstudio on 17 May 2024

As the first ambassador for the newly launched Guess Jeans, Iris Law joins an esteemed legacy of Guess girls, including Anna Nicole Smith and Gigi Hadid.

As the first ambassador for the newly launched Guess Jeans, Iris Law joins an esteemed legacy of Guess girls, including Anna Nicole Smith and Gigi Hadid.

With summer right around the corner, there isn’t a better time to get your double denim out of storage. For those of us perpetually on the hunt for the perfect denim set, Guess is coming to the rescue with the launch of Guess Jeans. With nods to Guess’ 40-year history and flair for innovation, the brand is looking to target the next generation of denim enthusiasts. Their first move? Appointing Iris Law as their first brand ambassador.

The British actress and model stars in the brand’s first campaign shot by famed fashion photographer Rafael Pavarotti. The imagery harkens to 80s pinup, capturing the glamour and ease at the heart of Guess when it first launched in 1981. Representing the confident, rebellious spirit of the past and present, Law brings a modern flair to Guess Jeans that’s sure to resonate with the generation unfamiliar with the brand’s denim heritage.

Iris Law for Guess Jeans photographed by Rafael Pavarotti

‘Iris represents the reimagination of the iconic Guess girl imagery through the lens of Guess Jeans,’ explains chief new business development officer of Guess and visionary behind Guess Jeans Nicolai Marciano. ‘Drawing inspiration from the past forty years of industry-defining Guess girls, Iris’ innovative perspective on style and femininity embodies the classic allure that has defined the Guess brand’.

Law joins an incomparable list of ‘Guess girls’ who’ve helped define the brand’s signature sex appeal. Most famously Anna Nicole Smith and Claudia Schiffer embodied an unmistakable girl-next-door appeal with their blonde bouncy hair and Marilyn Monroe-esque appeal. From there Brazilian models Adriana Lima and Alessandra Ambrosio took the torch, as well as Gigi Hadid who brought a fresh take on the iconic Guess look in 2012.

Iris Law for Guess Jeans photographed by Rafael Pavarotti

Still, what separates Law and Guess Jeans from the past is their modern approach to dressing. Taking a more androgynous approach than with past Guess girls, the campaign showcases the edgy appeal of Law with her bleach blonde pixie cut and leather moto boots.

Central to Guess Jeans is looking to the future in modernising the brand. An important stance Marciano is taking with the collection is prioritising sustainability. The launch sees the introduction of Guess Airwash, a state-of-the-art sustainable alternative to stone washing. Replacing water used in stone washing with air and bubbles eliminates the use of pumice stones and decreases water and energy consumption.

The debut Guess Jeans collection will be available on 21 May at guessjeans.com.

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