The Spring 2026 collaboration between Guess Jeans and Hysteric Glamour brings California and Tokyo into the same frame, reworking denim, youth culture and visual identity through a new generational lens.
There’s a specific kind of nostalgia that doesn’t look back, but sideways. Guess Jeans and Hysteric Glamour present a Spring 2026 capsule that connects Los Angeles and Tokyo through denim, music and youth culture. Led by Nobuhiko Kitamura and developed under Nicolai Marciano, the project draws from both archives to merge classic silhouettes with graphic intervention. Shot in a Los Angeles motel and inspired by surf, skate and underground scenes, the collection launches globally on April 3 across selected stores and digital platforms.
The collection works through tension. Classic Guess pieces are reinterpreted with Hysteric Glamour’s visual language, introducing collage, layered branding and treated surfaces. Denim appears embossed, distressed or reassembled, while labels and graphics function as fragments rather than decoration. References to Venice Beach are filtered through a Tokyo perspective, shifting nostalgia into something less stable, more immediate.
The campaign extends this logic. Set in a motel, it stages a cinematic environment where identities feel constructed through references that move between cultures and eras. Surf, skate and music converge into a visual narrative that feels both familiar and slightly displaced.
Kitamura approaches the collaboration as a reinterpretation of his own memory of Guess, turning the project into a gesture of translation where the past becomes material. In a saturated landscape of collaborations, the collection holds onto its internal friction, allowing California and Tokyo, archive and intervention to coexist without resolving.
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