Guess Jeans and Hysteric Glamour have collaborated on a Spring 2026 campaign.
The collection marries Hysteric Glamour’s countercultural edge with Guess’ California nostalgia. For the capsule, Hysteric Glamour reimagined classic Guess silhouettes, for “a playful, provocative take on Americana through a Harajuku lens,” which captures “a shared energy rooted in individuality, rebellion, and bold visual storytelling,” per a press release.
“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,” Hysteric Glamour founder Nobuhiko Kitamura said in a statement.
Shot at a motel in Los Angeles, the campaign features pieces emblazoned with vintage Guess graphics and Hysteric Glamour motifs. “Labels are appliquéd over pockets and stitched across garments like archival stickers, creating a tactile and handcrafted sensibility,” the release adds.
“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 and Hysteric Glamour allows us to honour our heritage while creating something new, playful, and unexpected for the next generation.” Nicolai Marciano, Guess’ Chief New Business Development Officer, said in a statement.
The collab launches on April 3 at Guess flagship stores in Los Angeles, Tokyo, and Berlin, select retailers worldwide, and online.
