Is GUESS JEANS about to launch a new collaboration? Something is cooking

In recent hours, mysterious billboards and large screens branded GUESS JEANS have appeared in Florence train stations: prominently displayed are only some tattooed abs, a detail that is enough to spark the curiosity of all passersby. The American brand may be ready to return to Pitti Uomo 108 with a new project linked to Italy, a collaboration, currently top secret, which, according to reports, suggests a highly talked-about name in the country's pop culture. So far, there has been no official confirmation from GUESS JEANS, but on social media, the brand’s community has already started the hunt for the name: who is hiding behind the campaign?