This summer, Guess Jeans has set up an impressive temporary pop up in the main atrium and entrance tunnel of the Galeries Lafayette’s Champs-Elysées branch, Paris, tracing the denim label’s heritage and introducing its new manifesto, ‘The Next 40 years of Denim’.

After stopping off at the Paris department store’s boulevard Haussmann flagship in June, Guess Jeans has now moved to the branch at 60 avenue des Champs-Elysées. The pop-up store is open from July 2 to August 18, and it showcases Guess Jeans’s first women’s and men’s items developed with ‘Guess Airwash’, the label’s new laser wash technology.

The Californian label is also offering its customers the opportunity to personalise their jeans, denim shirts and jackets with a laser machine replicating washed-out effects.

This latest pop up follows similar impressive pop up in June La Rinascente - Milan's famous department store. 

LoveBrands is now rolling out Guess Jeans in the UK through its wholesale clients.