Guess Jeans continues to focus on Gen Z. After chosing as global brand ambassador a K-Pop icon, Hyunjin of Stray Kids it has chosen two faces beloved by young people—Sayf and Clara. They are the faces of its new pre-fall 26 social media campaign, which blends American heritage, urban aesthetics, and contemporary language, positioning itself as a meeting point between denim culture, music, and social storytelling.
The two stars of the campaign form a creative and authentic duo that embodies today’s youthful, digital sensibility. They are two artists capable of speaking to Gen Z and emerging communities through music, style, and social media presence.
Designed with a digital and video-first approach for the Italian market, the campaign focuses on content with high visual impact and strong viral potential to amplify the brand’s reach, engagement, and cultural relevance on social media platforms.
At the heart of the project is a hero video with an iconic and ironic tone, directed by Bogdan “Chilldays” Plakov, a photographer, director, and art director known in the music and fashion scenes.
The story unfolds among the buildings of Milan, in a deconstructed urban setting where contemporary aesthetics and street style converge. At the heart of it all is the urban spirit of Guess Jeans and the Pre-Fall 26 collection. Denim remains the undisputed star—the brand’s signature element—reimagined through a contemporary lens that blends fashion, attitude, and pop culture.