Leni Klum Channels 1990s Icons For GUESS

Embodied by Leni Klum, resurrects the irreverent glamour of 1990s television series… for a back-to-school season marked by both entertainment and nostalgia.


Scene 2. Take 33. Reel 1. And… action! “What lies behind her sparkling eyes, no one can guess,” murmurs a sultry voiceover, straight out of a 1990s soap opera. The tone is set. With FOREVER GUESS EYEWEAR, the American brand has created a four-part mini-series in which Leni Klum slips into the roles of The Gossip, The Ex-Girlfriend, The Genius, and The Legend. The 22-year-old, daughter of model Heidi Klum and singer Seal, has not one, but four roles to play. A cast that reflects her: multifaceted, pop, and resolutely contemporary. Because behind the nod to cult series of yesteryear, GUESS unveils its new eyewear collection, aimed at a generation of women who refuse to be confined to a single identity.

Leni Klum, four pairs of glasses and as many attitudes

Model Leni Klum, who graced the catwalks as a judge on the German edition of Next Top Model , has established herself as one of the faces of Gen Z. Her personality perfectly embodies the spirit of the FOREVER GUESS EYEWEAR campaign, where each sequence becomes an opportunity to explore a new attitude. “Throughout each story, the FOREVER GUESS G logo becomes a symbol of confidence, attitude, and the evolution of what GUESS represents today,” explains Nicolai Marciano , Chief New Business Development Officer for the brand.

First episode: The Gossip. Leni Klum appears bubbly and spontaneous, armed with a fruity lollipop. Her signature accessory? Off-white frames, slightly oversized and punctuated with the iconic GUESS G. The aesthetic of these glasses evokes the sitcom heroines of the era, but with that added touch of rural irony. A change of scenery for The Ex-Girlfriend. Red roses and cinematic tears: Leni masters all the codes of romantic revenge. Even methodically plucking the petals from the flower in a theatrical gesture. Her oval glasses, studded with rhinestones, accentuate this fully embraced femininity. The Genius then adopts a more demure look… but only on the surface. With her hair pulled back in a perfect bun, Leni plays a studious young woman whose innocent air clearly conceals some strong opinions. On her nose, academic-style frames add a sophisticated and daring touch to the picture. Final act: The Legend. With a silk scarf tied in her hair and the look of a Hollywood star, Leni transforms into a timeless icon thanks to vintage-inspired oval frames, which complete this silhouette straight out of a fashion archive, but without ever appearing dated.

With its sets, storytelling, and instantly recognizable archetypes, FOREVER GUESS EYEWEAR perfectly plays the nostalgia card. But the campaign doesn’t try to recreate the 1990s exactly. Instead, it takes the most iconic elements—glamour, humor, and a touch of drama—and integrates them into today’s aesthetic. While the four frames are radically different, one detail connects them: the GUESS G, the true visual thread of this mini-series. More than just a logo, it becomes a signature capable of transcending styles and personalities. The Gossip, The Ex-Girlfriend, The Genius, The Legend… These are as many roles, and as many glasses, as there are ways to tell your story.