One theme that remains constant within the world of fashion is reinvention. Sustainability is at the tip of every designer’s tongue, and with styles from the 80s and 90s being catapulted back onto modern-day runways, it is time more than ever for brands to innovate. With that being said, Guess USA undergoes their own reimagining, in a way which is both progressive yet in keeping with the brands most beloved and distinctive ideologies. Continuing to embody the American Dream, Nicolai Marciano partners with photographer Eli Russell Linnetz to produce an impressive vision for the California-based brand division of Guess for its F22 collection.

In an effort to illuminate the Western American aesthetic, the collection is packed with pieces reminiscent of what you’d find in artisanal roadside boutiques in America. From distressed trousers to faded denim, sun-bleached furs to hardware cracking with paint, the collection will tap into the Guess USA archives, which have pushed the boundaries of femininity, sexuality and youth culture since 1981. Taking inspiration from one-off pieces that were never pushed through production in the 80s and 90s, the pieces will reflect the old Western American aesthetic alongside a progressive take on fashion.

As an ode to the marketing campaigns that have propelled Guess to where they are today, Eli Russel Linnetz incorporates his photography as part of the collection as opposed to just the medium for it. With some shots not even featuring the products, Linnetz proves the power Guess USA have to sell a lifestyle and fantasy, just as much as their fashion pieces.

The Fall 2022 collection is the epitome of the Guess USA brand. It is against the grain and forward thinking, and holds values that will withstand the course of many lifetimes. To own a piece of it’s history, the collection will be exclusively distributed through Guess USA’s global partner Slam Jam, serving select retailers worldwide from the beginning of Fall this year.