GUESS Unveils a Striking New Campaign with Global Ambassador Hyunjin of Stray Kids

GUESS Unveils a Striking New Campaign with Global Ambassador Hyunjin of Stray Kids, Marking a New Chapter for the Brand

GUESS?, Inc. pushes its new chapter further with global brand ambassador Hyunjin of Stray Kids. The brand unveiled its second drop of the Spring/Summer 2026 global advertising campaign that reframes the brand’s iconic American denim legacy through a bolder, more free-spirited lens. Trading heritage nostalgia for a sharper, more expressive energy that reflects the attitude of the new generation.

Hyunjin of Stray Kids featured in the new ad campaign of GUESS as the Global Brand Ambassador.

At the center of the second campaign is rapper and singer Hyunjin, whose sense of style and stage presence bring a fresh perspective on GUESS’ long-standing ethos of being young, timeless, and adventurous.

Hyunjin embodies the energy and free-spirited attitude of today’s generation. This campaign brings a fresh sensibility to GUESS’ denim heritage and marks the beginning of new momentum as we enter the brand’s next chapter.
— Paul Marciano, Co-Founder and Chief Creative Officer of Guess?, Inc.

A standout element of the project is its Korea-led creative design approach, developed exclusively with Hyunjin in mind. The campaign direction shapes both design and styling, drawing from his distinct character and stage presence. Denim-driven looks anchor the visuals, reflecting his individuality while signaling the brand’s evolving direction.

Stripped down to the classic white T-shirt and denim, Hyunjin’s presence creates a powerful take on effortless styling, accessorized with confidence. From wide-leg silhouettes and bootcut denim fits, the styling mixes shirts, hoodies, and ringer tees and brings a re-energized visual identity for the brand.

The GUESS campaign featuring Hyunjin unveiled globally beginning March 27th, with product available at GUESS JEANS Melrose, GUESS JEANS Tokyo, and selected GUESS and GUESS JEANS stores, online platforms, and official social media channels.

GUESS?, Inc.
www.guess.com | @guess

Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores as well as better department and specialty stores around the world. Guess? also markets, distributes and operates stores for rag & bone, a lifestyle fashion brand. As of November 1, 2025, Guess? directly operated 1,058 retail stores in Europe, the Americas and Asia. Guess?’s partners and distributors operated 507 additional retail stores worldwide. As of November 1, 2025, Guess? and its partners and distributors operated in approximately 100 countries worldwide.

GUESS JEANS
@guessjeans

GUESS JEANS is an American west coast lifestyle brand rooted in a 40-year denim legacy. Conceived by Nicolai Marciano, GUESS JEANS embodies the next era of denim fashion, with a commitment to sustainability and cutting-edge innovation. GUESS JEANS offers a full line of core basics focusing on denim that encapsulates the timeless essence of GUESS, seamlessly blending the brand’s rich heritage with a contemporary perspective.

Hyunjin
@hynjinnnn

Hyunjin is a member of the global K-pop group Stray Kids and an artist known for his powerful performances and refined, expressive artistry. With a distinctive sense of style and creative energy, Hyunjin continues to expand his influence across music, performance, visual expression, and fashion, connecting with fans worldwide and establishing himself as a leading cultural icon of his generation.

All images courtesy of Guess?, Inc.

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