mieyewear profile
GUESS JEANS Eyewear
The Spirit of Coachella
GUESS – renowned for its fashion-forward apparel, handbags and shoes – is approaching its 45th anniversary. What better way to celebrate this milestone than a new eyewear brand, targeting a fresh market under the GUESS JEANS label?
Established in 1981 by the Marciano brothers, who left the south of France in pursuit of the American dream, GUESS is perhaps best known for redefining denim.
Fast forward to 2025, and clothing under the GUESS JEANS brand is now sold in over 80 countries worldwide. mivision connected with GUESS JEANS to find out about this new eyewear brand and what stores can expect from the debut collection.
Q. Tell us about the new GUESS JEANS Eyewear brand. How will it stand out in the eyewear market?
GUESS JEANS Eyewear is designed to establish a direct dialogue with new generations, addressing the specific needs of Gen Z (those born between 1997 and 2012) and a portion of Gen Alpha (2010 to 2024). The launch represents a strategic expansion of the brand’s universe, making it possible to reach an audience previously untapped by eyewear collections under the primary GUESS label, and assert a presence in a new market segment with a precise and culturally conscious identity.
Q. How does the eyewear collection align with GUESS JEANS’ broader brand vision and lifestyle offering in 2025?
The alignment is total, expressed through a design that reflects youth culture, trendforward silhouettes, and distinctive visual codes, such as the dedicated logo and the iconic star, which serve as recognisable elements. The communication surrounding the launch is designed to be immersive and culturally relevant, in perfect harmony with the brand’s vision.
Q. Who is the ideal customer for GUESS JEANS Eyewear?
The ideal customer transcends simple demographics. The brand primarily targets Gen Z and the younger consumer bracket, aged 12 to 25, but the focus is more on an attitude than on age itself. The collection speaks to a community of young men and women seeking an authentic style – a ‘cool factor’ to wear – and who use fashion as a tool for personal expression.
Q. What can you tell us about the designers involved in creating the first GUESS JEANS Eyewear; how did they blend fashion and function in their work?
The creative team behind the debut collection drew from the vibrant and expressive energy of music festivals, particularly the aesthetic of Coachella, which embodies a bold and effortless look. The objective was to translate this spirit into an eyewear collection that is both stylistically innovative and perfectly functional – an accessory that merges design with everyday wearability.
Q. Where do your designers draw their inspiration?
The inspiration is a confluence of cultural energies, drawing from the free and expressive spirit of music festivals, streetwear trends, and retro influences – all filtered through the iconic legacy of GUESS JEANS. The aim is to create eyewear that is perceived as iconic and versatile, ready to accompany the wearer through every moment of their day.
Q. Does the collection include any signature or standout styles that you feel define the new GUESS JEANS Eyewear identity?
The rimless styles are a defining element of the launch collection’s identity. They represent a modern reinterpretation of classic, retro-inspired silhouettes, perfectly embodying the brand’s philosophy: a bridge between heritage and a contemporary vision.
Q. As a new brand, has GUESS JEANS Eyewear received any early buzz or notable reactions from industry insiders, retailers, or style influencers?
The debut was met with extraordinary enthusiasm. GUESS JEANS returned to the Coachella desert to present this new chapter of its brand evolution, in collaboration with Tokyo-based artist Verdy. This occasion provided the stage for the global launch of the first eyewear collection, featuring two sunglass models. The GUESS JEANS compound became an epicentre of creative energy, hosting an exclusive event attended by artists, celebrities, and global ambassadors such as Julia Fox, Timothée Chalamet, Hailey and Justin Bieber, Paris Hilton, Leonardo DiCaprio, Alex Consani, and Lorde, offering immediate cultural validation. The collection was also a key feature at Pitti Uomo in Florence,* where Paul Marciano (cofounder of GUESS) and his son Nicolai (the company’s Chief New Business Development Officer) received the 2025 Pitti Immagine award for innovation, heritage, and global vision, solidifying the brand’s vision at an institutional level.
Q. What do you think will be the new big trend in eyewear?
A significant evolution is taking place: eyewear is moving beyond its function as a simple accessory to become a true statement of personality. The trend is shifting toward more expressive models that serve as a direct extension of an individual’s style and mood.
Q. What can we expect from GUESS JEANS Eyewear in the near future in terms of new designs or brand development?
The evolution of the collection will continue to explore bold silhouettes and vibrant colour palettes. Future designs will echo the carefree, fashion-forward spirit that defines music festival and streetwear culture, solidifying the brand’s unique identity.
GUESS JEANS Eyewear is distributed in Australia and New Zealand by Marcolin. Contact (AUS) 02 8456 0946.
*Pitti Uomo is a global platform for men’s clothing and accessory collections and for launching new projects in men’s fashion.