Photographed by Eli Russell Linnetz, Guess USA’s latest campaign takes inspiration from Ron Howard’s 1984 film Splash, which tells the story of a man who falls for a woman who is secretly a mermaid.

Translating this, models are captured submerged in water wearing pieces from Guess USA’s SS24 collection: in distressed leathers and faded denim, stories of classic Americana are adapted to today alongside chiffon and lace detailing that delicately floats underwater in the campaign imagery.

Of the campaign, Eli says he wanted to explore “something unattainable and just out of reach. I wanted to connect that idea of an unobtainable obsession with the Guess USA items which also create those same emotions.”