Denim brands are celebrating new collections, stores and milestones with celebrity-attended events.
On Thursday, Levi’s celebrated the start of Super Bowl LX weekend with a pep rally featuring performances by Bay Area rapper LaRussell and a marching band. The event took place at Home Turf, the brand’s immersive pop-up experience from Feb. 5-7.
The brand celebrated Bay Area culture through a series of activations while showcasing collaborative product drops, live music performances, retail experiences, and customization opportunities that capture the spirit of the region. The space also featured an exhibition on local record label Empire celebrating their 15th anniversary and NPR’s Tiny Desk experience.
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Mother
Last week, Mother co-founders Lela Becker and Tim Kaeding joined model and friend Paige Reifler in New York City to celebrate the expansion of their collaboration Reifler by Mother.
The Reifler jean launched in October 2024. Taking the best from the ’70s, ’80s and ’90s, the vintage-inspired style has a straight leg with a subtle kick. The jean is made with 100 percent cotton and has a distressed hem for a laidback vibe.
The latest extension debuts two new washes, Daydreamer and Starry Eyed, and introduces the entire offering in petite sizes. The jean retails for $268-$320.
Mother feted the collab at Joyface. DJ Mei Kwok spun throwback hits from the ‘70s. Party goers including Ella Emhoff, Michael Seater, Juliana Canfield and Nikki Kynard.
Guess
Guess is taking brand elevation to new heights. Last week, the Los Angeles-based brand staged a high-altitude fashion show at Iglu-Dorf, a snow and ice resort in Gstaad, Switzerland.
Leonie Hanne, Lea Elui and Guess’ latest campaign star, Chiara Ferragni, attended the show.
Models appeared through a crystal sculpture made of ice and snow, moving along a snow-covered runway set directly within the alpine landscape. The runway show spotlighted the brand’s Fall/Winter 2026 ski capsule alongside a curated preview of après-ski looks. Built around plush faux furs, tactile finishes and classic silhouettes, Guess said the collection “embraces a relaxed yet refined alpine aesthetic, where layered volumes, soft textures and statement proportions define an effortlessly chic winter wardrobe.”
The elaborate show is part of Guess’ 45th anniversary celebration.
“The 2026 fashion show embodies the very essence of Guess,” said Paul Marciano, co-founder and chief creative officer of Guess?, Inc. “It has allowed us to craft an immersive, emotionally resonant experiences in one of the world’s most coveted destinations—honoring our heritage while pushing our identity in bold and unexpected directions. Presenting the new collection at Gstaad, surrounded by its iconic alpine landscape, is yet another testament to how Guess continues to evolve while remaining firmly rooted in its DNA.
Last year, Guess hosted a runway show at Glacier 3000, a ski resort in Ormont-Dessus, Switzerland.
Guess is in a celebratory mood. In L.A., the brand hosted an intimate dinner to celebrate the opening of Guess Jeans’ new Melrose flagship store. The store—the brand’s first standalone U.S. flagship—opened on Jan. 31.
The dinner took place at The Living Room and welcomed guests like model-actress (and recent Frame collaborator) Amelia Gray Hamlin, Denzel Dion and Karrueche Tran.
The 3,000-square-foot flagship is a fully redesigned, ground-up store conceived as an independent structure spanning the entire block, including dedicated parking.
Green-tinted terrazzo, brushed stainless steel and modular solid-wood elements fill the store. A dedicated workshop, featuring a Jeanologia laser machine, serves as a laboratory for design, craftsmanship, and collaboration.
Outside, a sculptural stone-powder brick façade made from recycled marble dust delivers both visual presence and a commitment to environmentally conscious building practices, the brand stated.
“Opening the Guess Jeans store in Los Angeles is deeply personal—it is a return to our roots, not only the city where both Guess and I were born but where the story of Guess Janas began. L.A. has always been a cultural epicenter and a place where creative communities thrive. This space is about more than retail, it’s about building something meaningful with and for the city that shaped us, while creating a platform for the next generation of ideas, collaborations, and storytelling,” said Nicolai Marciano, Guess Jeans chief new business development officer.
