GUESS JEANS presents GUESS AIRWASH technologyGUESS JEANS presents GUESS AIRWASH technology

GUESS JEANS presents GUESS AIRWASH technology

For the first time in January 2024 – during Pitti Immagine in Florence, GUESS JEANS presented its legacy as a fashion giant and pioneer in the denim sector.

GUESS AIRWASH™, conceived by Nicolai Marciano (Creative Director), embodies the evolution of the brand that once revolutionized denim culture. This timeless approach represents the authentic American West Coast style that GUESS stands for, with modern values ​​and vision. Building on four decades of experience, GUESS JEANS aims to position itself as a brand for the next four decades of American fashion history.

This innovative technology, developed by Jeanologia and available exclusively to GUESS, renews the classic stonewashed technique in an environmentally friendly way, reshaping the future of denim. Water consumption is significantly reduced through the use of air and bubbles, and the use of pumice stones is eliminated, which significantly reduces both water and energy consumption.

The GUESS JEANS collection features a full range with GUESS AIRWASH™ denim at its core. The Pre-Fall 2024 collection offers eight models with the new technology for jeans, denim shirts and jackets. Jeans will be available in three fits for women (Skinny, Mom, Midrise Straight) and four for men (Skinny, Slim, Straight, Relaxed). Inspired by GUESS designs from the 1980s and 90s, the collection combines the brand identity with contemporary fashion. Rooted in the casual ease of the Californian lifestyle, the collection is complemented by classic pieces that are part of GUESS’s heritage: including the essential T-shirt, the ideal hoodie, the archetypal bomber jacket and the elemental down jacket.

With fabrics made from organic or recycled materials, GUESS JEANS reinvigorates the brand’s heavily denim-influenced history through a young, contemporary mindset that focuses on sustainable manufacturing and authentic fashion. GUESS JEANS marks the first commercial project launched by Nicolai Marciano in his expanded role as Chief New Business Development Officer of GUESS. 42 years after the brand popularized Stonewash, the new technology-driven line symbolizes a full circle for the denim pioneer as it enters the sustainable era of GUESS AIRWASH™. Four decades after the brand set the trend for stonewashed denim, the launch of the technologically innovative line marks a return to roots for the denim trailblazer. With GUESS AIRWASH™ a new era of sustainability begins, closing the cycle of innovations and traditions.

The GUESS JEANS collection will be available in select wholesale stores and retailers worldwide and online from June 2024.

Brand new: WeAr Global Magazine issue 77

Brand new: WeAr Global Magazine issue 77

Special Edition on Tailoring and Customized Fashion

As always this issue of WeAr delivers you the best in fashion trends, latest designers, and what to look out for. This issue, which is published before Pitti Uomo, also features a special about the world of tailoring for both mens- and womenswear. Learn new advancements and trends and what other retailers pursue with reports, interviews and outlines as well as great Store features to help your business do the next step.

Get issue 77 in print and digital here

Happy holidays!

Happy holidays!

The WeAr team wishes their readers, clients and visitors a very happy holiday season! May these days bring you happiness, love and joy.

Richard J. Brown F/W 24-25 collection

Richard J. Brown F/W 24-25 collection

The ‘Made in Italy’ Richard J. Brown collection is presented for Fall-Winter 2024-2025 with a renewed and expansive personality.

In the foreground, Cashmere, iconic essence synonymous with luxury confirms its place with unmistakable softness and richness using increasingly personal and refined details created to celebrate each unique and distinctly exclusive model.

The restyling of the suede tag emphasizes the premium quality textile as well as the always- swivel buttons, which take on a new look in the “brushed brass” version, metal chosen to indicate garments from the most sought-after line. For the first time, it is presented in the coordinated version with the new knitwear developed with one of the best Italian wool mills and in collaboration with local artisans.

Beyond the Cashmere universe, there are also other proposals, also re-envisioned to be increasingly high-performance and trendy. Gabardine and the more classic Italian flannels are flanked by woven cotton fabric, a nod towards denim lovers, and the Japanese selvedges, also in the black and grey version given greater depth throughout the collection in response to an increasingly high market demand.

The key men’s models have also been updated, always with a view in line with contemporary style, for a sophisticated, agile and functional wardrobe.

In the women’s collection, keeping shapes and fits always up to date are the Olivia drawstring trousers re-proposed with a wider bottom; the new Patty model, with larger pleats and an oversized style; Giulia, palazzo style with slash pockets and wide leg; and Ale, 5 pocket in a cargo version, practical and very comfortable.

Celebratory events are being planned such as the relaunch of a more efficient e-commerce and the optimization of the presence in international markets. The sales campaign at the showroom in Via Manzoni in Milan will follow Pitti Uomo in Florence, taking place from 9th till 12th January 2024. You can find Richard J. Brown at PADIGLIONE CENTRALE at stand P/8 Q/7.

Stone Island S/S 2024 preview

Stone Island S/S 2024 preview

Stone Island’s Spring/Summer 2024 collection revisits the industrial theme, reframing it in a casual and relaxed key. Natural, light fibres are juxtaposed with evolved, tightly woven man-made fabrics. The historical archive inspires the color range of strong tonal contrasts, with dye recipes spanning from more muted tones to saturated and intense colors.

Pitti Uomo: VINTAGE HUB Circular Fashion

Pitti Uomo: VINTAGE HUB Circular Fashion

VINTAGE HUB Circular Fashion, a project launched in the previous edition of Pitti Uomo and curated by Angelo Caroli, the spirit behind A.N.G.E.L.O. Vintage Palace, returns to foster a contemporary approach to the vintage world at the upcoming Pitti edition. Located at the First Floor of the Arsenale, the project is particularly aimed at stores, increasingly interested in hosting second hand corners and vintage furnishings. In detail, the selected exhibitors are able to support stores in the inclusion of vintage products, in the presentation of samples of upcycled or re-worked garments, in co-branding operations with vintage brands, and in the modification and restyling of objects and furnishings into a new Art Design aesthetic. Their expertise also extends to the design of vintage corners, the rental of regenerated objects for new concept displays and cultural events, and space decoration.

F/W 24-25 Upcoming Footwear trends at the next edition of MICAMF/W 24-25 Upcoming Footwear trends at the next edition of MICAM

F/W 24-25 Upcoming Footwear trends at the next edition of MICAM

MICAM Milano, set to take place from 18 to 21 February 2024 at fieramilano (Rho) is ready to unveil the upcoming footwear fashion trends for Autumn-Winter 2024-2025. The preview, created by Livetrend and powered by artificial intelligence, offers precise insight, particularly guiding buyers towards the ‘right’ products poised to become best sellers. It identifies 4 seasonal macro-trends, ensuring a stylish approach to navigating the future ahead.

The macro-trends presented by MICAM for women’s, men’s and children’s footwear all echo this concept of continual advancement. They articulate the drivers propelling progress. They outline diverse approahes to addressing challenges, spanning from heightened focus on products and details to exploring innovative methods of production and consumption through imagination and technology. Additionally, they advocate for embracing resilience and honing the skill of blending frugality with inventiveness.


Tender Frost
This trend is an ode to the delicate beauty embedded in our human vulnerability revealing the strength that emerges when we acknowledge our own fragility. These shoes epitomise grace and sophistication, serving as a poignant reminder to traverse life with resilience and an open heart. The pastel and off-white colour palette evokes the imagery of delicate winter frost. The materials for this trend create a tactile symphony, weaving a harmony between strength and fragility, mirroring the intricate balance that each of us bears. The looks are defined by the presence of satin, soft fabrics, supple leathers and knitwear. Crafted with meticulous attention to detail, they feature laces, subtle gathers and delicate bows, which gracefully highlight the wearer’s softer side.


Highland Lodge
This trend serves as a gateway to a bygone era, immersed in nostalgia, bucolic tradition and timeless charm. Drawing inspiration from the #old-money trend, this collection seamlessly blends refined sophistication with rustic elegance.
The colour palette weaves a rich tapestry of earthy tones mirroring the open countryside landscapes and evoking feelings of warmth, comfort, and enduring style. The materials narrate a tale of craftsmanship, with patchwork and natural leather lending texture, while intricate fretwork patterns and embroidered elements pay homage to the past. The wooden soles embody the authenticity of the countryside, while delicate embroidery and tasteful metal accessories impart a touch of understated elegance. The slightly squared toe presents a timeless silhouette that seamlessly fuses tradition and luxury.


Lunar Realm
AI24 embarks on a space odyssey trascending the Earth’s boundaries and venturing into uncharted lunar and polar realms. Rooted in the essence of exploration, this trend envisions the future by blending engineering comfort with a dash of cosmic elegance. The palette, comprised of greys, dusks, mints and blues, mirrors the mysteries of the universe. Cutting-edge technical materials, metallic accents, and transparent fabrics serve as a testament to innovation and modernity. Padded details provide an indulgent and opulent comfort, evoking the sensation of a weightless journey through space. High-performance details such as soles or pullers, Velcro fasteners and anti-accident details recall the precision of futuristic design, while the spatial contours create a visual symphony. Collectively, the look of these lunar pioneers captures the allure of the unexplored and its latent possibilities.


This trend emerges from the remnants of OFF-GRID +79%, a post-apocalyptic realm of outlaws, rebellion and black magic. The shoes tell a story of resilience and adversity, encapsulating the essence of those individuals who thrive in the shadows. The colour palette vividly illustrates a gritty landscape with earthy tones, deep blacks and intense red hues—a warm spectrum that echoes a world forever altered. As if forged from melted and fractured materials, these shoes bear the marks of a journey, encapsulating the raw beauty discovered in the aftermath of the apocalypse, where every scratch and stain serve as a badge of honour. Buckles and protective straps, beyond their utilitarian function, serve as symbolic elements of survival, a harmonious blend of fashion and utility. Punk influence infuses a rebellious aesthetic, capturing the spirit of a world that is both resilient and defiant in the face of challenges.

Swarovski new flagship store on Fifth Avenue

Swarovski new flagship store on Fifth Avenue

Swarovski’s new flagship store on Fifth Avenue features over two luxurious floors, a world of joyful extravagance and crystal wonder unfolds. A palette of Swarovski’s signature shades combined with rich, textured surfaces make the New York flagship a sensory delight.

Explore the unique Creators Lab crystal collaborations, Swarovski’s key icon jewellery families, and a new laboratory grown diamond range, The Galaxy Collection.

Swarovski on Fifth celebrates New York with a limited edition I LOVE NEW YORK x Swarovski range.  From dazzling mementos to be worn and cherished forever, to stunning figurines, each design captures the spirit of New York. The Crystal Myriad Apple is one of the stand out pieces that unites unsurpassed savoir-faire with a beautiful symbol of New York. ​

Pantone colour of 2024: Peach FuzzPantone colour of 2024: Peach Fuzz

Pantone colour of 2024: Peach Fuzz

PANTONE 13-1023 Peach Fuzz is a heartfelt peach hue bringing a feeling of kindness and tenderness, communicating a message of caring and sharing, community and collaboration. A warm and cozy shade highlighting our desire for togetherness with others or for enjoying a moment of stillness and the feeling of sanctuary this creates,

PANTONE 13-1023 Peach Fuzz presents a fresh approach to a new softness. An appealing peach hue softly nestled between pink and orange, PANTONE 13-1023 Peach Fuzz inspires belonging, recalibration, and an opportunity for nurturing, conjuring up an air of calm, offering us a space to be, feel, and heal and to flourish from. Drawing comfort from PANTONE 13-1023 Peach Fuzz, we can find peace from within, impacting our wellbeing. An idea as much as a feeling, PANTONE 13-1023 Peach Fuzz awakens our senses to the comforting presence of tactility and cocooned warmth. Sensitive but sweet and airy, PANTONE 13-1023 Peach Fuzz evokes a new modernity. While centered in the human experience of enriching and nurturing the mind, body, and soul, it is also a quietly sophisticated and contemporary peach with depth whose gentle lightness is understated but impactful, bringing beauty to the digital world.   Poetic and romantic, a clean peach tone with a vintage vibe, PANTONE 13-1023 Peach Fuzz reflects the past yet has been refashioned with a contemporary ambiance.

“In seeking a hue that echoes our innate yearning for closeness and connection, we chose a colour radiant with warmth and modern elegance. A shade that resonates with compassion, offers a tactile embrace, and effortlessly bridges the youthful with the timeless.” –Leatrice Eiseman, Executive Director, Pantone Color Institute™

LVMH supports launch of La Fabrique NOMADE’s annual collection

LVMH supports launch of La Fabrique NOMADE’s annual collection

As part of its partnership with association La Fabrique NOMADE, LVMH is supporting the launch of their new annual Traits d’union 7 collection, on the theme of Dialect. Designers from Vermont and Louis Vuitton worked exclusively with Ukrainian, Syrian, Sri Lankan, Venezuelan, Japanese, Lithuanian and Georgian craftsmen supported by the association. They worked for several months to prepare this collection, revealing the diversity and uniqueness of each artisan’s path. Made up of five embroidered accessories and three pieces of jewelery created with sapphires and pearls, it highlights precious and sometimes ancestral skills in a contemporary series. 

A partner of the association since 2019, the Group supports La Fabrique NOMADE by accompanying its refugee artisans so that they can continue to apply their skills and practice their craft despite living in exile. Through skills mentoring and by opening the doors of the workshops of its Maisons, the Group encourages the transmission of savoir-faire and exchanges to facilitate the integration of the association’s artisans.