On March 27, American fashion brand GUESS announced the second chapter of its Spring/Summer 2026 global campaign featuring Stray Kids’ Hyunjin, who serves as the brand’s global ambassador. The initiative is positioned as a key project symbolizing the brand’s ongoing evolution.
In this latest campaign, GUESS reinterprets its long-established American denim heritage. Moving beyond mere nostalgia, the brand introduces a freer, more contemporary perspective—elevating its visual language into something sharper and more expressive, designed to resonate with a new generation.
Hyunjin, a member of the globally renowned K-pop group Stray Kids, continues to expand his presence beyond music into fashion and visual expression. As a cultural icon representing a global generation, he brings his influence to the campaign through a distinctive sense of style and strong presence. His participation introduces a fresh interpretation of GUESS’s core values—youth, timelessness, and a spirit of adventure.
Paul Marciano, Co-Founder and Chief Creative Officer of GUESS, commented: “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.”
Another defining aspect of the campaign is its Korea-led creative direction. Centered around Hyunjin’s performance and individuality, the design and styling approach integrates a new cultural perspective into the brand’s established identity.
The styling builds on a minimalist foundation of white T-shirts and denim, while exploring a variety of silhouettes, including wide-leg and bootcut styles. Layered with shirts, hoodies, and ringer T-shirts, the looks inject new energy into classic denim styling. The visuals are simple yet impactful, highlighting Hyunjin’s presence to its fullest.
The GUESS campaign featuring Hyunjin will be unveiled globally beginning March 27, with products available at GUESS JEANS Melrose, GUESS JEANS Tokyo, selected GUESS and GUESS JEANS stores, online platforms, and official social media channels.
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