Guess Jeans has announced the launch of a new collaboration and campaign with the iconic youth brand Hysteric Glamour for s/s 2026.
Drawing from both brands’ legacies of striking imagery and subversive spirit, the collaboration reimagines archival references through a contemporary lens, casting talent who move seamlessly between both worlds.
Captured on location at a motel in Los Angeles, the campaign is divided across three distinct settings: a motel room interior, a custom-built studio set, and the motel exterior bathed in West Coast light.
The result is a playful yet provocative, nostalgic yet modern world where surf, skate, music and underground culture collide.
The collection channels California surf and skate heritage, blending classic Guess Jeans silhouettes with the audacious graphic language of Hysteric Glamour, the iconic brand founded in 1984 by visionary designer Nobuhiko Kitamura, that emerged as one of the defining countercultural forces shaping the Harajuku movement.
Born from the growing presence of American culture in Japan, the brand fused rock, pop art and vintage Americana into a rebellious aesthetic that rejected conservative fashion. Throughout the 1990s and 2000s, the brand also built a cult following among musicians, artists and creative communities, collaborating with Sonic Youth, expanding into the art world and working alongside the Andy Warhol Foundation. Later, collaborations involved Supreme and further connected its underground spirit to a new generation, while maintaining its independent identity.
Hysteric Glamour remains today a niche yet influential force many collectors and cultural insiders worldwide are looking for.
This special s/s 2026 collaboration collection features Vintage West Coast Guess graphics with Hysteric motifs, layered, collaged and remixed. Labels are appliquéd over pockets and stitched across garments like archival stickers, creating a tactile and handcrafted sensibility.
Embossed and laser-treated denim is worn over textured, Venice Beach–inspired retro multi-stripe fabrics, delivering a bold and expressive wardrobe that feels both nostalgic and new.
“Guess Jeans and I have shared the same era. For this collaboration, I reinterpreted the nostalgia I once felt for Guess Jeans through the lens of Hysteric Glamour. I hope the next generation
will enjoy styling these pieces in their own way,” commented Nobuhiko Kitamura, founder Hysteric Glamour.
“This collaboration represents a natural synergy between two brands that have always celebrated individuality, youth culture and bold self-expression. Bringing together the visual worlds of Guess Jeans and Hysteric Glamour allows us to honor our heritage while creating something new, playful and unexpected for the next generation,” commented Nicolai Marciano, chief new business development officer, Guess Jeans.
Following the global launch of Guess Jeans, Nicolai Marciano has curated a series of international activations, flagship openings and cultural partnerships that position the brand at the intersection of fashion, art and music.
This Spring 2026 collaboration continues to reinforce Guess Jeans’ commitment to spotlighting creative voices and fostering meaningful cross-cultural dialogue.
Since the opening of its Tokyo flagship, Guess Jeans has prioritised engaging with local communities, brands and creative talent, recognising the cultural influence and global resonance of the Japanese market. This ongoing investment reflects a broader vision to connect regional energy with a worldwide audience, as the recent naming of its ambassador, Hyunjin of Stray Kids, a true Kpop icon and much appreciated in the Asian market and globally aiming the youngest consumers.
The Guess Jeans x Hysteric Glamour Spring 2026 collection will be available at the brand’s flagship locations in Los Angeles – 8700 Melrose Ave, Tokyo – 4-26-14 Jingumae, Shibuya-ku and Berlin, select retailers worldwide and the brands global e-commerce channels.
