Hyunjin of Stray Kids Leads a New Era for GUESS as Global Ambassador with Expanding Spring Summer 2026 Campaign

Hyunjin of Stray Kids Leads a New Era for GUESS as Global Ambassador 

with Expanding Spring Summer 2026 Campaign 

GUESS announces Hyunjin of global K-pop phenomenon Stray Kids as its newest Global Ambassador, marking a defining new chapter for the brand’s cultural evolution and global creative direction. Following his debut in the first worldwide campaign for GUESS JEANS earlier this year, GUESS now unveils the second drop of its Spring Summer 2026 global advertising campaign, further solidifying Hyunjin’s role in shaping the brand’s next generation identity. 

Recognized for his magnetic stage presence, multidimensional artistry, and distinctive personal style, Hyunjin embodies the fearless energy, creativity, and authenticity that align seamlessly with GUESS’s iconic spirit. His partnership with GUESS reflects a shared vision that honors the brand’s American denim heritage while pushing the boundaries of contemporary self-expression. 

Blending Hyunjin’s global influence with GUESS’s legacy of timeless denim, the campaign introduces a modern interpretation of heritage through refined silhouettes and bold attitude. The first collection featured classic denim shirts, straight-fit jeans, striped tees, and denim cargo pants, reaffirming GUESS JEANS’ signature aesthetic through a progressive lens. 

Building on this momentum, the second Spring Summer 2026 campaign takes a sharper, more expressive direction. Developed through a Korea-led creative approach crafted exclusively with Hyunjin in mind, the new visuals channel his individuality, free-spirited energy, and powerful stage presence. Stripped down to essential white tees, wide-leg silhouettes, bootcut denim, hoodies, and ringer tees, the campaign reimagines GUESS’s denim DNA with a bold, youthful confidence.

“Hyunjin embodies the energy and free-spirited attitude of today’s generation. This campaign brings a fresh sensibility to GUESS’s denim heritage and marks the beginning of new momentum as we enter the brand’s next chapter,” said Paul Marciano, Co-Founder and Chief Creative Officer of GUESS. 

“Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art. His sense of style, confidence and global influence make Hyunjin an amazing addition to the GUESS Family.” 

Nicolai Marciano, Chief New Business Development Officer of GUESS, added, “Music and culture have always shaped my perspective on fashion, and Hyunjin truly represents a new era of expression for the brand.” As Global Ambassador for both GUESS and GUESS JEANS, Hyunjin will continue to lead worldwide campaigns and headline key brand initiatives throughout the year, helping define GUESS’s future while maintaining its heritage-inspired foundation. 

In Indonesia, GUESS x Hyunjin collection will launch on 8 May with a curated selection, available exclusively at GUESS Grand Indonesia. Additional styles will be introduced progressively later this year, presenting a full-scale expression of the brand’s evolving creative vision with Hyunjin at its forefront, available in more locations. 

With strategic retail expansions, including the new GUESS JEANS flagship on Melrose Avenue, and a growing roster of global cultural ambassadors, GUESS continues to strengthen its international presence while redefining modern denim for a new generation. The collection featured on Hyunjin will be available online at www.guess.com and select GUESS and GUESS JEANS stores this March.