Guess Jeans goes guerrilla with a campaign shot entirely on iPhone5cs
Model Amelia Gray among the it-girls in Nicolai Marciano’s idk…GUESS campaign
The perfectly curated feeds of today’s social media platforms don’t hold a candle to the chaos of early Instagram. Guess Jeans is officially embracing that chaos in its latest campaign.
idk…GUESS ditches polished perfection in favour of pure, unfiltered attitude and shoots the entire campaign on iPhone 5cs. Creative director Nicolai Marciano equipped his horde of it-girls – a mix of stars and unknowns alike – to capture exactly what it means to be a ‘Guess Girl’ in 2026.
Among the sea of grainy selfies and off-angle confidence are model Amelia Gray and dancer Lexee Smith Star. The campaign marks a new era for Guess Jeans, following decades in which hyper-styled archetypes like Anna Nicole Smith and Adriana Lima dominated the billboards.
Going full guerrilla mode, billboards showcase off-the-cuff selfies, ditching the studio gloss. Each model writes their own narratives, with captions like “idk i GUESS i like JEANS” and “am i a GUESS girl now?”. It’s influencer culture turned inside out, and Guess is letting the girls run the show.
At its core, idk…GUESS is about radical nonchalance. The Guess Girl finds her angle, documents the version of herself that feels right in the moment, and hits upload. That’s it. No filters, no fuss, just instinct. The result feels refreshingly human – and quietly rebellious in a world of overproduced fashion photography.
And if we needed yet another reason to call Addison Rae today’s ultimate trendsetter following her iconic iPhone5s era, this is it. Guess isn’t just selling jeans; it’s selling the confidence to say “idk” and mean it. In a hyper-curated digital age, that might be the boldest move of all.