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GUESS USA's New Collection Is A Cowboy-Mermaid Meet Cute

What happens when you fuse two totally contrasting aesthetics together? In the case of creative director Nicolai Marciano, the GUESS USA Spring/Summer 24 campaign is born.

Inspired by the 1984 classic film, Splash, where a cowboy falls in love with a mermaid, GUESS USA's newest campaign merges the mermaid and trending wild west aesthetic in a visual exploration of the unattainable. Photographed by Eli Russell Linnetz, the campaign images show models in rustic, Western denim pieces with an overarching dark color palette and hints of dusty pinks and oranges.

Key pieces from the collection include a distressed denim maxi skirt, a tailored suit with bell-bottom jeans and a trucker jacket with lace details. Cracked leather makes an appearance too in the line's "Claudia" bag that also features stud embellishments and the GUESS USA logo in metal hardware. All of the pieces from the line are specially dyed and washed to evoke a rugged cowboy feel and to mimic clothes sprawled across boutiques in Western America, today.

You can shop this collection at Slam Jam, the brand's website and select wholesale partners.

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