American fashion brand GUESS has announced the appointment of Hyunjin of the globally popular K-pop group Stray Kids as its new global ambassador. At the same time, the brand unveiled the latest global campaign for GUESS JEANS, featuring Hyunjin.
The appointment reflects a shared vision between GUESS’s brand philosophy—“bold self-expression rooted in culture”—and Hyunjin’s creativity and global influence as an artist. Known for his powerful stage presence and multifaceted artistic expression, Hyunjin has earned worldwide recognition for his work across music, dance, and visual art.
GUESS JEANS Campaign Inspired by “Modern Heritage”
The new campaign is built around the theme “Modern Heritage.” It combines the long-standing tradition of American denim that GUESS has cultivated over the years with a contemporary attitude.
The collection reinterprets the brand’s denim DNA through key pieces such as classic denim shirts, straight-fit jeans, striped T-shirts, and denim cargo pants. By merging timeless silhouettes with a modern perspective, the campaign presents a renewed vision of denim style for a new generation.
Paul Marciano, co-founder and Chief Creative Officer of GUESS, commented: “Hyunjin is a creative force whose talents extend far beyond performance, spanning music, dance, and visual art. With exceptional style and unwavering confidence, he commands a powerful presence on the global stage. We believe he will bring a new energy to the GUESS family.”
Nicolai Marciano, Chief New Business Development Officer of GUESS, added: “We are thrilled to welcome Hyunjin to the GUESS family. Music and culture have always been a major influence on my vision of fashion. Hyunjin demonstrates outstanding artistry in everything he does, and I am confident that he represents a new era of expression for the brand.”
Leading Global Brand Projects
As the global ambassador for GUESS and GUESS JEANS, Hyunjin will participate in worldwide campaigns and key brand projects moving forward. Drawing inspiration from the brand’s heritage while embracing a forward-looking perspective, he is expected to play a role in shaping the next chapter of GUESS.
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