GUESS JEANS presents GUESS AIRWASH and a new brand ambassador

GUESS JEANS presents GUESS AIRWASH and a new brand ambassador

GUESS JEANS presents its new Californian denim lifestyle brand worldwide and unveils Iris Law as the first brand face, photographed by Rafael Pavarotti. A range of talents are designed to symbolize the future generation, driven by a fresh, contemporary vision, which is an integral part of the GUESS JEANS collection.

“GUESS JEANS is pleased to announce Iris Law as its first brand ambassador. Iris embodies the reinterpretation of the iconic GUESS Girl aesthetic through the lens of GUESS JEANS. Inspired by the past forty years of GUESS Girls shaping the industry , Iris’ innovative take on style and femininity embodies the classic charm that has defined the GUESS brand.” – Nicolai Marciano

GUESS JEANS has its roots in denim and captures the essence of America that is at the heart of the brand’s heritage. Iris Law embodies the modern evolution of the brand. Building on a forty-year legacy, GUESS JEANS creates a springboard for the next four decades of the American fashion institution. GUESS JEANS claims the fashion giant’s legacy as a pioneer in denim with the introduction of GUESS AIRWASH™: a cutting-edge, sustainable alternative to the Stone Wash technology introduced by Guess in 1981.

By introducing sustainable GUESS AIRWASH™ technology, GUESS JEANS collaborates with Jeanologia to reinvent the mechanics of the brand’s own manufacturing. When the Marciano brothers founded GUESS in 1981, they introduced the stone wash that would change the face of denim forever. Its modern counterpart, GUESS AIRWASH™, is the future of denim: a groundbreaking technology that recreates the stone-washed look through a sustainable lens. GUESS AIRWASH™ largely replaces the water used in stone washing with air and bubbles. The process, which also eliminates the need for pumice stones, significantly reduces the water and energy consumption of washing with stones. The technology was developed by Jeanologia – a long-standing partner of GUESS – who retains global exclusivity of GUESS AIRWASH™ for a longer period of time.