#USA #Los Angeles #Stray Kids #GUESS #Hyunjin

GUESS Unveils New Campaign Featuring Hyunjin from Stray Kids

On March 27, 2026, Guess?, Inc. launched an eye-catching campaign with its newly appointed global brand ambassador, Hyunjin of Stray Kids, marking an exciting new era for the brand. This latest project brings alive a newly imagined vision of the famed GUESS denim heritage, encouraging a bolder and more liberated spirit that resonates deeply with today’s youth.

The campaign, which serves as the second drop for Spring/Summer 2026, emphasizes GUESS's commitment to staying relevant while maintaining its authentic American denim legacy. By shifting away from traditional nostalgia, the company aims to portray a sharper, more vibrant energy that mirrors the sentiments of a new generation eager for expression and individuality.

At the forefront of this campaign is Hyunjin, renowned for his dynamic style and captivating stage performances. He embodies the vivacious and adventurous essence of contemporary youth. According to Paul Marciano, the Co-founder and Chief Creative Officer of Guess?, Inc., "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 a new momentum as we enter the brand's next chapter." His style has been a game changer, bringing an inventive approach to how GUESS interacts with its audience.

The creative direction of the campaign has been uniquely influenced by Hyunjin’s character and public persona, emanating an authentic Korean touch that channels his distinctive flair. The visuals prominently feature classic denim elements, but with a modern twist—stripped back to crucial basics like the classic white t-shirt paired with various denim styles. Hyunjin’s presence commands attention, illustrating how effortless styling can still be striking when infused with confidence.

The campaign highlights a playful blend of wide-leg silhouettes and bootcut denim, paired with a relaxed mix of shirts, hoodies, and ringer tees. Such choices not only reflect Hyunjin’s individuality but also signify the evolving visual identity of the GUESS brand.

This re-energized approach is set to create waves in the fashion world as the collection launches globally today, with availability at GUESS stores across major cities like Los Angeles and Tokyo, along with various online platforms and social media channels. The collaboration arrives at a pivotal time, bringing forth a fresh perspective aimed at connecting with younger audiences while staying true to the brand's core values.

About GUESS, Inc.

GUESS, Inc. has long been recognized for its distinctive style of contemporary apparel, denim, accessories, and much more. With its innovative and trendsetting designs, GUESS prides itself on its ability to evoke youthful energy and adventurous spirit in fashion. The brand operates numerous stores across the globe and thrives on its legacy while forging a path toward modern expressiveness.

About Hyunjin

Hyunjin is a prominent member of the globally adored K-pop group, Stray Kids. Known for his artistic prowess and compelling performances, Hyunjin continues to amplify his influence across various creative domains, connecting with fans worldwide. His striking sense of fashion and artistic vision positions him as a cultural emblem for his generation, making him a perfect fit as the face of the new GUESS campaign.

With this dynamic partnership, GUESS is set to redefine how contemporary fashion connects with the vibrancy of youth culture, setting a new benchmark in the fashion arena.