“Denim Done Right” NMIXX Members Serve Serious Fashion Style Goals for Spring (ft. GUESS)

Global fashion brand GUESS has revealed its Spring 2025 campaign, starring K-pop group NMIXX as its ambassador for Asia.

The campaign features two distinct concepts, each highlighting the brand’s elevated design and NMIXX’s dynamic energy, resulting in a powerful fashion synergy.

In the first concept, previously teased online, GUESS reimagines its iconic denim collection with a futuristic twist. By combining this season’s signature Mocha Mousse tone with classic blue denim and reflective mirror objects, the shoot creates a cutting-edge, forward-looking aesthetic. The introduction of grey-bleached denim and a variety of uniquely washed styles enhances the charisma of each NMIXX member, making a bold visual statement.

The second concept, titled the “GUESS Girl” theme, offers a peek into the members’ bright and effortless daily vibe. Relaxed Bermuda shorts, matching short-sleeved shirt sets, and striped pique tops bring a playful, casual energy to the collection—delivering everyday looks that are both comfortable and stylish.

To celebrate the launch, GUESS will offer exclusive photocards and reusable shopping bags to customers with purchases.

All the featured pieces from the campaign will be available starting April 24 via the official GUESS online store, as well as online and offline retailers across Asia.

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