The fashion brand recruited a stellar lineup of models for its latest ads, which star Amanda Cerny, Gwen Van Meir, Erin Cummins, Amanda Rodriguez, Julien Marlon, and Charlie Matthews. Shot by photographer Josh Ryan in Joshua Tree, California, the campaign channels a quintessential, all-American vibe, in honour of the label’s Los Angeles roots.

The focus is on classic denim and ready-to-wear, with the models sporting an array of high-waisted jeans, quilted bomber jackets, mini skirts, graphic T-shirts, and button-down tops. There is plenty of faux fur throughout the collection, with floral jumpsuits and animal prints offering a dash of colour. Aviator sunglasses, western-style boots, and chain-link necklaces underscore the theme.

The relatively low-key ads are in contrast to previous campaigns by Guess, which have spotlighted big-name stars such as Jennifer Lopez and Hailey Baldwin.

The campaign comes months after the label’s co-founder Paul Marciano resigned in the wake of an investigation into sexual assault claims back in June. Since then, the brand has been focusing on environmental issues, announcing the launch of a circular fashion recycling program that will offer shoppers in-store discounts when they donate used clothing.