As for who’s fronting the new GUESS campaign? It girl Hailey Baldwin, who stars alongside returning mods Emma Stern and Matt Trethe, all of whom were photographed in Malibu, California by Rayan Ayash and styled by Marie Claire Italia fashion editor Elisabetta Massari. The mods don the brand’s latest collection in a field of cherry blossoms, and the looks range from luxe ensembles in suede, lace, and sherpa to denim-centric looks. On the color front, expect warm autumn reds mixed with camel, cognac and honey. For the boys, a modern military-meets-biker look looms large, and outwear is a major focus. The campaign will hit magazines and the GUESS website starting this August, as well as on the brand’s social platforms, GUESS retail stores, media, and online.