Tony Effe stars in new GUESS Jeans campaign

After days of speculation fueled by mysterious billboards and maxi-screens that appeared throughout the streets of Florence, GUESS JEANS has finally revealed the star of its new Italian campaign: Tony Effe. The Roman artist, known as one of the pioneers of the contemporary Italian rap scene, kicks off a new series of collaborations with contemporary cultural icons chosen by the American brand to strengthen its presence in Europe, and especially in Italy. Tony Effe’s inclusion in the brand’s global campaign is a clear signal of GUESS JEANS’ intention to further deepen its connection with the Italian pop and streetwear scene, at a time when the brand is strongly focused on reclaiming its heritage by investing in local cultural relevance. Despite the divisive nature that has often surrounded Tony Effe throughout his career, his impact on Italian youth culture is undeniable, as demonstrated by the rapper’s 1.5 billion streams and the growing anticipation for his 2025 tour, which will culminate in a concert at Rome’s Circo Massimo on July 6.

For the campaign, GUESS JEANS chose Bulgarian photographer, resident in Milan, Bogdan "Chilldays" Plakov, known for a minimalist and cinematic style capable of naturally capturing the essence of contemporary street culture. The result is a clean and direct aesthetic that highlights denim and Tony Effe himself, portrayed in an iconic outfit consisting of an oversized trucker jacket and G19 carpenter pants in dirty-finish black denim. A stylistic choice that recalls the iconic ‘Canadian Tuxedo’, reimagined with an urban and contemporary twist. This campaign fully reflects the vision of Nicolai Marciano, Chief New Business Development Officer of the brand, known for his ability to identify figures of strong cultural relevance. Marciano described Tony Effe as representative of the «next generation of talents» who reflect the brand’s values and vision, emphasizing the strategic importance of the Italian market for GUESS JEANS. The campaign featuring Tony Effe, launching on July 4, 2025, marks a new and significant chapter for GUESS JEANS, as the brand aims to speak directly to today’s generation, leveraging the communicative power and authenticity of one of the most talked-about and influential figures of the Italian pop scene.