This Is the Only Denim Collab You'll Need This Summer
GUESS JEANS and HYSTERIC GLAMOUR link up to revive the past.
Denim and youth culture have always been connected, and now, GUESS JEANS is linking up with HYSTERIC GLAMOUR for a collaboration that taps straight into the spirit of counterculture, full of rockstar energy.
Connecting their roots in California and Tokyo, the capsule channels a shared language of individuality and rebellion. Drawing from the archives, the collection reworks heritage silhouettes through a distinctly modern lens, where nostalgia meets subversion. Expect signature GUESS JEANS fits infused with HYSTERIC GLAMOUR’s irreverent graphics, with layered compositions, collaged details and remixed branding, alongside lasered and embossed finishes. Elsewhere, appliquéd labels nod to archival stickers, reinforcing the collection’s DIY attitude and Y2K edge.
Shot at a sun-soaked motel in Los Angeles, the campaign leans into a raw, cinematic take on Americana. Washed in golden West Coast light, the visuals blur the lines between surf, skate and underground scenes, delivering a nostalgic yet forward-facing energy that feels effortlessly cool.
“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,” shared Nobuhiko Kitamura, founder of HYSTERIC GLAMOUR.
Blending past and present, the collection invites a new generation to make it their own, whether that means leaning into its retro references or rewriting the rules entirely.
The collection is now available via the GUESS JEANS and HYSTERIC GLAMOUR websites.
In other news, check out our favorite shows from Shanghai Fashion Week FW26.
