GUESS JEANS
South Korean rapper, record producer and singer-songwriter Zico fronts the next GUESS JEANS campaign
GUESS JEANS taps authentic Korean star, Zico for its latest campaign. The rapper, singer, producer and record label CEO is inaugurated into the world of GUESS JEANS.
Nicolai Marciano, Chief New Business Development Officer cements the partnership between the denim pioneer and South Korean rapper - a monumental phase in the brands Global expansion. With Zico as the latest campaign star, Nicolai Marciano continues the brand legacy of heritage, craftsmanship, and cultural influence.
The Celebrated rapper and producer, with a decade of solo success behind him and a clear creative vision ahead, stands as one of the most influential multi-hyphenates of his generation. For 2025, Zico launches his single “EKO EKO” with legendary Japanese group m-flo and eill alongside fronting his first GUESS JEANS campaign. In 2025, Zico becomes part of a legacy shared by some of the most influential figures in fashion and entertainment.
“It’s an honor to team up with GUESS JEANS and the legendary VERDY. I’ve always thought it’s cool how a heritage brand like GUESS JEANS keeps evolving without losing its identity. That’s something I try to do with my music too—staying true to the core while always pushing forward.” - Zico
Shot by Jong Ha Park in South Korea, the K-Pop star is seen pairing double denim, continuing to play on the denim pioneer's iconic heritage. Zico is captured in core styles such as G18 relaxed selvedge denim jeans and jacket in dark wash, the over long-sleeve shirt in panelled medium wash with the G16 straight selvedge denim in light wash and a simple short sleeve oversized logo tee.
The campaign's visuals speak to the authenticity of the brand, a minimalist backdrop with Zico and denim as the focus. Launching worldwide Thursday 26th June, the campaign will take over billboards and social feeds Globally.
“Zico embodies the creative energy and boundary-pushing spirit that defines youth culture. His influence across music, fashion, and art makes him a natural fit for the brand, we’re proud to welcome him into the GUESS JEANS family.” — Nicolai Marciano, Chief New Business Development Officer
Continuing the narrative of spotlighting future leaders within fashion, art, music and culture, GUESS JEANS continues to add multi-faceted talent to their Global roster; Zico joins cultural innovators, Franz Lyons, Brent Faiyaz, Tony Effe, Beabadoobee, Kai-Isaiah Jamal, Gene Gallagher, Iris Law and Trent Alexander Arnold as the latest face of the brand.
The campaign announcement precedes the new era of GUESS JEANS, with the opening of the brand's first flagship store on mainland Asia. Led by Nicolai Marciano, Chief New Business Development Officer, Zico marks the next phase in the brands Global expansion.
