GUESS has unveiled its 2026 FALL campaign featuring brand model Suzy.

With the theme “From California,” the campaign captures GUESS’s originality and American denim heritage, rooted in the brand’s beginnings in California in 1981. Denim styling accented with a Western mood and pops of red brings the brand’s identity into even sharper focus.

In the newly released pictorial, Suzy makes a range of denim silhouettes—low-rise, wide-leg, barrel fit, and more—her own, proposing GUESS’s signature classic denim style.

By pairing leather jackets, bomber jackets, and denim-on-denim looks with newly introduced heart triangle-logo sleeveless tops and T-shirts, the campaign offers a modern reinterpretation of the brand’s iconic sensibility. Styling centered on low-rise denim, in particular, harmoniously blends a free-spirited West Coast vibe with a trend-forward silhouette.

Centered on GUESS’s signature red and denim, the campaign highlights the brand’s hallmark colors. Vintage old cars and Western-inspired props evoke the spirit of California in 1981, while Suzy’s distinctive refined, elegant aura completes GUESS’s timeless denim style.

Through this 2026 FALL campaign, GUESS will once again spotlight the brand’s originality that began in California in 1981, further solidifying its “From California” brand identity.

The FALL campaign featuring Suzy will be rolled out sequentially starting Aug. 24 through GUESS stores nationwide, the official online mall, and official social channels. Meanwhile, Suzy is set to star in the upcoming film “Seven O’Clock Breakfast Meeting for the Heartbroken,” and will continue her active run as an actress through the Disney+ original series “Delusion.”