GUESS Announces Latest Global Campaign Featuring Stray Kids' Hyunjin

GUESS is pleased to announce the second installment of its Spring/Summer 2026 global campaign, featuring global brand ambassador Hyunjin of Stray Kids. This campaign represents a significant milestone as the brand evolves into a new phase.

In this second installment, GUESS reinterprets its proud American denim legacy from a bolder and more liberated perspective. Moving beyond nostalgia for its heritage, the brand elevates its aesthetic into a sharper, more expressive energy that reflects the sensibilities of the next generation.

At the heart of this campaign is Hyunjin. His exceptional sense of style and presence bring a fresh perspective to the brand values that GUESS has long upheld: youth, timelessness, and a spirit of adventure.

Paul Marciano, Co-Founder and Chief Creative Officer of GUESS, stated: "Hyunjin embodies the energy and free spirit of the modern generation. This campaign brings a new sensibility to the GUESS denim heritage and symbolizes the beginning of the next chapter for the brand."

A distinctive element of this project is the creative approach led by the team in Korea. The design and styling direction were built around Hyunjin's personality and his presence on stage. The denim-focused looks highlight his individuality while demonstrating the brand's evolving direction.

In minimalist styling featuring classic white T-shirts and denim, Hyunjin's presence stands out, expressing a style that is both natural and powerful. By combining diverse denim silhouettes such as wide-leg and bootcut with shirts, hoodies, and ringer T-shirts, the campaign injects new energy into the brand's visuals.

The campaign featuring Hyunjin will be rolled out starting April 1, 2026, at GUESS and GUESS JEANS stores and the official online store.