Back at Pitti in January, the world was introduced to Guess Jeans, the new line of future-facing denim-wear from the legendary brand Guess. Guess Jeans fully utilises Guess Airwash, a state-of-the-art sustainable alternative to the stone washing that ditches the stones and uses up to 80 percent less waste water. The holes, frays, rips, scuffs and fades that the stones traditionally created in the denim are now zapped by lasers, creating identical effects at a fraction of the damage to the environment.

Of course, to launch the new Guess Jeans line, there needs to be a new Guess Girl. For Nicolai Marciano, the Creative Director of Guess Jeans, Iris Law was the obvious option. “Iris represents the reimagination of the iconic Guess girl imagery through the lens of Guess Jeans,” he said in a statement. “Drawing inspiration from the past forty years of industry-defining Guess girls, Iris’s innovative perspective on style and femininity embodies the classic allure that has defined the Guess brand.”

In the new campaign, shot by Rafael Pavarotti, Law is captured in a stripped back setting, wearing staple pieces from the inaugural Guess Jeans collection.

The debut Guess Jeans Summer 2024 collection will be available globally from May 21st at www.guessjeans.com, and at the first of a new fleet of Guess Jeans flagship stores, opening in Amsterdam on the same day.