Moise Kean, one of Italy’s most dynamic athletes, steps into fashion as the newest face of GUESS JEANS. The striker for ACF Fiorentina and the Italian National Team joins the brand’s growing lineup of campaign stars, following fellow footballer Trent Alexander-Arnold. As a player who quickly built an international reputation, Kean represents more than football success, with determination, individuality, and cultural presence that make him resonate far beyond the pitch.
Nicolai Marciano, Chief New Business Development Officer, addressed this perspective when announcing the partnership. “Selecting Moise Kean as the face of the GUESS JEANS campaign reinforces our commitment to celebrating the powerful synergy between sport, culture, and fashion. Moise represents the determination, ambition, and modernity of a global generation, while embodying the rich heritage and dynamic spirit of Italy, one of our most important markets. This partnership not only highlights the evolving role of athletes as cultural icons but also reinforces the deep connection between contemporary style and the influence of sport within the fabric of Italian and global culture.”
Kean arrives at this milestone after notable achievements both on and off the field. He became the third-youngest goal scorer for Italy in a competitive match and finished his debut season at Fiorentina as the club’s top scorer with 19 goals. In 2024, he released his first rap album, Chosen, under the name KMB. Now, in 2025, he fronts his first campaign for GUESS JEANS, bringing another dimension to his growing career.
The athlete expressed his excitement about the collaboration. “I’m really excited to work with GUESS JEANS for my first campaign. It’s such an iconic brand that’s always been part of street culture and fashion. Style has always been a way for me to show who I am off the field. I loved working with GUESS JEANS for this campaign, it’s about confidence, standing out, and doing things your own way.”
The visuals were shot by Bulgarian-born, Milan-based photographer Bogdan “chilldays” Plakov, known for his work in fashion and music. His emotional, cinematic approach draws from street culture and delivers imagery that connects directly to the brand’s identity. For the project, Plakov captured Kean in a pared-down setting that placed the emphasis on denim and personal expression.
Styling came from image consultant Louis Battistelli, who selected core GUESS JEANS pieces that reflect the brand’s contemporary approach to denim. Kean appears in the Sherpa Trucker Jacket in vintage denim paired with relaxed bootcut jeans in distressed dark wash. Another look matches the Cropped Trucker Jacket with G20 Super Baggy jeans in indigo jacquard stripe. Each look reflects the confidence that Kean describes and underscores his ability to translate athletic presence into a fashion setting.
Kean joins an international cast of GUESS JEANS campaign figures who bridge different creative fields. The roster includes Evan Mock, Alana Champion, Tony Effe, Zico, Franz Lyons, Brent Faiyaz, Beabadoobee, Gene Gallagher, Iris Law, and Trent Alexander-Arnold. Together they form a collective of cultural innovators tied to the brand’s denim projects, with Kean now stepping in as the latest addition.
