The new Guess campaign is a celebration of la dolce vita. Think: the clink of espresso cups at a chic Italian café, heels tapping across ancient cobblestones, and a handbag that makes passers-by do a double-take.
Welcome to Guess for fall 2025, a masterclass in jet-set glamour, set against the golden glow of the Trevi Fountain, and the beauty and majesty of Italy’s Eternal City.
Whether you’re navigating a Monday meeting or tossing a coin into a fountain, these accessories are your ticket to main character energy.
Photographed by the iconic Alina Troyan, the new accessories campaign highlights structured totes in deep wine tones, textured cross-bodies that flirt with vintage charm, and gold hardware that glints like sunlight.
Living The Guess Spirit Of Adventure
Every piece is designed to elevate, empower and accompany the Guess woman on whatever Roman holiday adventure she’s chasing: be it a Vespa ride through Trastevere, a stroll down the Spanish Steps, or a weekend on the Amalfi Coast.
The brand’s signature DNA – confident, glamorous and polished – threads its way through every image. But this time, there’s a twist. The accessories aren’t just add-ons: they are the statement. From plush leathers and croc embossing to sleek monogramming, Guess is serving tactile luxury with a hint of nostalgia.
From Stonewashed Jeans to Global Fame
Founded in 1981 by the Marciano brothers, fresh from the South of France, Guess was a bold collision of European flair and American ambition. The brothers’ breakout hit? The now-iconic 3-zip Marilyn jean: stonewashed, slim, and snapped up within hours at Bloomingdale’s. Cue instant cult status.
The only way was up and Guess built on this early success through their now iconic black-and-white ad campaigns featuring young supermodels like Claudia Schiffer and Naomi Campbell along with blond bombshells like Anna Nicole Smith. The campaigns were shot by the famed photographers of the day and helped to cement Guess as an example of the American Dream.
It became synonymous with the glamorous spirit of the era and the denim in its DNA, soon transformed into a broader lifestyle offering boasting jewellery, fragrances, footwear and handbags. It has never stopped evolving. Today? It’s a global fashion force, worn in over 80 countries – and still serving up that irresistible, sun-soaked sex appeal.
Available now in stores and at guess.com.au
Related stories
Native ad body.
Native ad body.
Native ad body.
