California denim brand Guess Jeans has enlisted Trent Alexander-Arnold as the face of its Summer 2024 collection.
The Liverpool FC and England player will feature prominently in the brand’s Summer 2024 campaign, timed to coincide with his participation in the upcoming 2024 Euros Championship.
Alexander-Arnold joins British actress and model Iris Law, who became a brand ambassador in May.
A key highlight of the campaign is the promotion of Guess AirWash technology, an eco-friendly alternative to traditional stone washing. Developed in collaboration with Jeanologia, this innovation 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 introduces eight airwashes across denim pants, shirts, and jackets, offering three fits for women and four for men, all inspired by archival designs from the ’80s and ’90s. The collection also includes wardrobe essentials like graphic tees, hoodies, bombers, and puffers, made with organic or recycled materials, reinforcing the brand’s commitment to sustainability.
This launch marks Nicolai Marciano’s first commercial project since becoming chief new business development officer at Guess. Additionally, the brand recently opened a European store in Amsterdam, the first of a new fleet of Guess Jeans flagships featuring an innovative retail design concept inspired by the California landscape.
