Editorial Note — Soraya Alcalá
Hyunjin’s presence in this new GUESS campaign reflects a shift in how global brands approach influence. It’s not just about visibility; it’s about cultural alignment, precision, and the ability to move audiences across markets. GUESS understands the weight of that connection, and Hyunjin brings a level of focus and intention that elevates the campaign beyond aesthetics.
© Estilos Media · Original Editorial Note
A bold visual release that positions Hyunjin at the center of GUESS’s global creative direction
LOS ANGELES –
Guess?, Inc. pushes its new chapter further with global brand ambassador Hyunjin of Stray Kids. The brand unveils its second drop of the Spring Summer 2026 global advertising campaign that reframes the brand’s iconic American denim legacy through a bolder, more free-spirited lens. Trading heritage nostalgia for a sharper, more expressive energy that reflects the attitude of the new generation.
At the center of the second campaign is rapper and singer Hyunjin, whose sense of style and stage presence bring a fresh perspective on GUESS’ long-standing ethos of being young, timeless, and adventurous.
“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,” said Paul Marciano, Co-Founder and Chief Creative Officer of Guess?, Inc.
A standout element of the project is its Korea-led creative design approach, developed exclusively with Hyunjin in mind. The campaign direction shapes both design and styling, drawing from his distinct character and stage presence. Denim-driven looks anchor the visuals, reflecting his individuality while signaling the brand’s evolving direction.
Stripped down to the classic white T-shirt and denim, Hyunjin’s presence creates a powerful take on effortless styling, accessorized with confidence. From wide-leg silhouettes and bootcut denim fits, the styling mixes shirts, hoodies, and ringer tees and brings a re-energized visual identity for the brand.
The GUESS campaign featuring Hyunjin will be unveiled globally beginning March 27th, with product available at GUESS JEANS Melrose, GUESS JEANS Tokyo, and selected GUESS and GUESS JEANS stores, online platforms, and official social media channels.
