Guess?, Inc. proudly announces Hyunjin of Stray Kids as its newest Global Brand Ambassador, unveiling his inaugural worldwide campaign for the brand — a partnership that marks a defining moment in GUESS’ cultural evolution.
Recognized for his magnetic stage presence and multidimensional artistry, Hyunjin joins GUESS as a figure whose energy, creativity, and authenticity align with the brand’s ethos of a fearless approach to personal style rooted in cultural impact. The collaboration reflects a shared vision: one that honors heritage while continuously pushing the boundaries of modern self-expression.
Blending Hyunjin’s global influence with GUESS’ legacy of American denim, the campaign introduces a refined interpretation of “Modern Heritage,” where timeless silhouettes meet contemporary attitude. Classic denim shirts, straight-fit jeans, striped tees, and denim cargo pants anchor the GUESS JEANS collection — reaffirming the brand’s enduring denim DNA through a progressive lens.
“Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art,” says Paul Marciano, Co-founder and Chief Creative Officer of Guess?, Inc. “His sense of style, confidence and global influence make Hyunjin an amazing addition to the GUESS Family.”
As part of its continued global expansion, the company has strengthened its international presence through strategic retail openings in cities including Tokyo, Amsterdam, and Berlin, alongside campaigns featuring global talent and special activations that reflect the brand’s ongoing evolution.
This momentum culminates with the recent opening of the new GUESS JEANS flagship on Melrose Avenue in Los Angeles; a symbolic homecoming that marks a bold return to the brand’s California roots while signaling a new era of global expansion.
“We’re excited to welcome Hyunjin to the family. Music and culture have always shaped my perspective on fashion, and Hyunjin is a highly talented artist. We believe he truly represents a new era of expression for the brand,” says Nicolai Marciano, Chief New Business Development Officer of Guess?, Inc.
As global ambassador for both GUESS and GUESS JEANS brands, Hyunjin will lead worldwide campaigns and headline key brand initiatives, helping define the next chapter of GUESS through a perspective that is simultaneously heritage-inspired and future-focused.
The collection featured on Hyunjin will be available at GUESS JEANS flagship on Melrose, online at www.guess.com and select worldwide GUESS stores from March 6, 2026. Denim laser customization service will also be available exclusively at the GUESS JEANS Melrose Avenue flagship for a limited time.
