The British Invade Guess Jeans’ Latest Campaign

Blue jeans, babes, and bald eagles: America was founded on a few principles, but those three neatly sum them up. Guess Jeans nails two-thirds, practically making it a pinnacle of Americana. Need proof? Look no further than its mainline, Guess, which boasts a 40-year campaign legacy of capturing blue jean-swaddled beauties in black-and-white portraits. Now, Guess Jeans is taking up the mantle, albeit with a twist: an invasion of British talent.

Shot by photographer Rafael Pavarotti, Guess Jeans’ new campaign stars singer Beabadoobee, poet and trans-visibility activist Kai Isaiah Jamal, and model Gene Gallagher, all of whom grew up in the UK. Beabadoobee, whose real name is Beatrice Kristi Ilejay Laus, snuggles up in a cosy fleece-lined trucker jacket — a style championed by Johnny Cash and Elvis, making it a true stateside staple. In another image, Isaiah Jamal rocks a denim button-down with a distinctly Western flavour, tough enough for cowboys to saddle up in.

But before Americans get too territorial, the campaign honours the cultural exchange that has always defined the relationship between the two countries. Rock ’n’ roll revolutionised the UK’s music scene, and Teddy Boys took up American zoot suits, while British exports like miniskirts and shaggy hair shook up the US. Or take the jean jacket Gallagher coyly peeks out of. Worn by hippies and bikers, mechanics and rockstars, and eventually British punks — and even his dad, Oasis singer Liam Gallagher — the classic style has become a unifying symbol of modernity.

As Guess Jeans paves the way for the brand’s future, it’s a fitting theme. The brand’s innovation extends to its environmentally friendly production processes. Guess Airwash is the label’s sustainable alternative to stone washing, reducing water and energy consumption. With plans to expand its international physical presence in 2025, including store rollouts in Tokyo, Poland, and Dubai, the brand continues to grow — but denim, and what it stands for, remains eternal.