June 26, 2024 |
When Americana meets kitsch, it gives us the new SS25 Guess USA collection. Signalling a new chapter in Guess USA’s long history, creative director Nicolai Marciano joined forces with designer-cum-photographer Eli Russell Linnetz to produce what the kids want. For any Y2K lover the collection is a non-stop roulette of inspiration and must haves.
This collection’s story starts where it all began, the all-American motifs, patchwork denim and trucker jackets are demanding we bring back a western narrative and celebrate the absurd within the classic. The exaggeration and camp-ification of the vintage Americana is bringing the style into the contemporary. Marciano is experimenting with innovative techniques such as the cracked leather treatment used on oversized pieces, which asks us to look at Americana through a grunge lens. Marciano is previously stated that he is committing to a new sustainable approach to denim, and so the collection uses 80 per cent less water than traditional forms of denim washing. Plus, referencing Guess USA’s own extensive archive, the offering sees boundary pushing silhouettes such as the micro-short, taking the trend of the summer to the next level.
The brand’s evolution is leaving us chomping at the bit. Taking advantage of the current zeitgeist of nostalgia and provocative fashions, we can see a breath of fresh air going through Guess USA. With clear influences like Blumarine and Diesel, this collection is sure to be seen worn by all fashion lovers all summer long.
Sexy, grungy and all-American, Guess USA has got the goods.
Photography courtesy of Eli Russell Linnetz.
