Hyunjin of Stray Kids Steps into the Spotlight as GUESS's Global Brand Ambassador

Hyunjin Takes on a New Role as GUESS Global Brand Ambassador

In a thrilling announcement in March 2026, Guess?, Inc. revealed that Hyunjin, the charismatic member of the K-pop group Stray Kids, has been appointed as the Global Brand Ambassador for GUESS. This partnership heralds the launch of a new global campaign, showcasing fashionable denim that resonates with the brand's modern heritage.

Hyunjin's dynamic stage presence and versatile artistic talent make him an ideal fit for GUESS, a brand known for its bold and fearless approach to fashion. Paul Marciano, co-founder and Chief Creative Officer of Guess?, highlighted Hyunjin's unique style and confidence, noting that he embodies the spirit of the brand well. This collaboration is more than just a marketing strategy; it reflects a shared vision that fuses heritage with contemporary self-expression.

The campaign presents a fresh interpretation of American denim fashion, intertwining Hyunjin's global influence with GUESS's classic themes. The new collection showcases timeless silhouettes coupled with modern flair. Signature pieces include chic denim shirts, straight-fit jeans, casual striped tees, and trendy cargo pants, all reflecting GUESS's denim legacy through a contemporary lens. Hyunjin's involvement lends credibility to the brand's narrative of style evolution, as fans and fashion enthusiasts alike now expect innovative takes on traditional designs.

As GUESS expands its global footprint, the company has strategically opened new retail locations in vibrant cities such as Tokyo, Amsterdam, and Berlin, enriching its international brand presence. The recent inauguration of a flagship GUESS JEANS store on Melrose Avenue in Los Angeles doubles as a return to its Californian roots and an emblem of the brand’s ambitious growth trajectory.

“Hyunjin is not just an artist; he is a creative powerhouse whose influence stretches beyond music to encompass dance, visual arts, and fashion,” stated Nicolai Marciano, Chief of New Business Development at GUESS?. With Hyunjin at the forefront, the brand anticipates a revitalization that marries its past achievements with future aspirations.

As the Global Brand Ambassador for both GUESS and GUESS JEANS, Hyunjin is set to lead major campaigns and initiatives that will craft a new narrative for the brand, one that harmonizes its rich history with forward-thinking fashion ideologies. The collection highlighted by Hyunjin is set to launch officially on March 6, 2026, available at the new GUESS JEANS flagship, online via www.guess.com, and select GUESS locations worldwide. Additionally, the flagship store will offer an exclusive denim laser customization service, allowing customers to personalize their denim pieces.

With this partnership, GUESS aims to redefine denim and fashion culture through the eyes of a young, vibrant artist like Hyunjin, promising a fascinating exploration of style that aligns closely with current fashion trends. As Hyunjin embarks on this new chapter with GUESS, fans can look forward to a fresh take on style that honors the past while eagerly embracing the future.