Beabadoobee leads the new GUESS JEANS campaign alongside Gene Gallagher and Kai-Isaiah Jamal, celebrating style, innovation, and sustainability in fashion.
GUESS JEANS, under the creative direction of Nicolai Marciano, has launched its latest campaign for 2025, spotlighting three of the UK’s most influential cultural innovators: singer-songwriter Beabadoobee, poet and model Kai-Isaiah Jamal, and musician Gene Gallagher. Captured by photographer Rafael Pavarotti, the campaign features black-and-white portraits that highlight the brand’s timeless and classic essence.
Beabadoobee is styled in the iconic wide-leg jeans and matching trucker jacket, paired with a denim shirt and a GUESS logo tank top. These pieces are part of the new GUESS JEANS collection, crafted using the innovative AIRWASH technology, which reduces the environmental impact of the production process.
This campaign also aligns with the brand’s global expansion. GUESS JEANS has opened flagship stores in Tokyo and Los Angeles, with plans to launch in Poland and Dubai soon, further cementing its international presence.
Through this collaboration, GUESS reinforces its commitment to sustainable fashion and its connection to authentic, creative voices that represent contemporary culture.
