GUESS Originals Goes All in On Camo With Summer 2024 Collection

GUESS Originals has revealed its upcoming Summer 2024 collection, a camo-filled affair that’s as fit for the streets of NYC or LA as it is for Florida’s bayous, thanks to a heavy dose of Realtree-printed pieces.

The collection’s garments align with the overall country-themed materials, color palette and ornamentation methods as lightweight windbreakers, cargo shorts, utility vests, and chore shirting with matching signature-style carpenter pants lean heavily into a workwear theme. Some items take the inspiration slightly less literally, however, with denim dresses and bodysuits harkening back to core GUESS styles from the ’90s, but providing a fresh twist. As the collection is camo-centric, its color palette is naturally filled with earthy hues, but pops of pink provide a fun twist to the familiar Realtree print as well.

CAMO, a rapper fittingly named to lead the campaign, is the key face of the collection, starring in photos shot by Neri. A member of Lil Yachty’s Concrete Boys group, CAMO returned to his home state of Georgia for the shoot, and the images fully embrace the natural landscape by depicting CAMO partaking in countryside activities like riding a tractor and chilling in a fishing boat.

Realtree has had explosive growth in fashion spaces as of late with the camouflage brand evolving from serving hunting enthusiasts to trend lovers. While a typical hoodie from the brand directly will run you $46 USD, due to its ever-growing collaborations a hoodie from AKIMBO x Realtree costs $165 USD. Other brands like Gen Z beloved Praying and outerwear brand The Very Warm continue to elevate Realtree’s profile and transform it into a fashion-forward name. This new collaboration with GUESS Originals marks Realtree’s ascent into mass market, and indicates that the camo trend may well have reached peak popularity.

The GUESS Originals Summer 2024 collection will be available globally on Thursday 6 June from guessoriginals.com