GUESS appoints Stray Kids' Hyunjin as global ambassador, launching a campaign that blends modern style with classic denim heritage.
March/6/2026 12:27Related Groups & Members
GUESS has appointed Hyunjin of the globally popular boy group Stray Kids as the brand's new global ambassador. Along with this, the latest global campaign featuring Hyunjin in GUESS JEANS has been released. This partnership marks an important milestone symbolizing the evolution of the brand's culture. Known for his overwhelming stage presence and multifaceted artistry, Hyunjin embodies the brand philosophy of 'bold self-expression rooted in culture' through his energy, creativity, and unwavering authenticity. This collaboration reflects a shared vision of expanding the possibilities of modern self-expression while respecting the brand's heritage. The campaign, themed 'Modern Heritage,' merges timeless silhouettes with contemporary attitudes, reinterpreting GUESS JEANS' unwavering denim DNA through items like classic denim shirts, straight-fit jeans, striped T-shirts, and denim cargo pants. As the global ambassador for GUESS and GUESS JEANS, Hyunjin will lead worldwide campaigns and major brand projects, paving the way for a new chapter for GUESS with a future-oriented perspective inspired by heritage. The collection worn by Hyunjin is scheduled to be released sequentially from March 6 at GUESS JEANS Tokyo, GUESS Shibuya, and the official online store. Additionally, customers purchasing selected items will have access to a laser-printed customization service featuring the campaign-exclusive 'Hyunjin logo' at GUESS JEANS Tokyo. ◆Comment from Paul Marciano, co-founder and Chief Creative Officer of GUESS: Hyunjin is a presence that transcends performance, possessing creative talents across music, dance, and visual art. With an excellent sense of style and unwavering confidence, he will bring new energy to the GUESS family on the world stage. ◆Comment from Nicolai Marciano, Chief New Business Development Officer of GUESS: We are very pleased to welcome Hyunjin to the GUESS family. Music and culture have always greatly influenced my fashion perspective. Hyunjin demonstrates exceptional artistry in all his activities, and I am confident he symbolizes a new era of expression for the brand.
Related Articles
Felix of Stray Kids has been appointed as the honorary ambassador for the 140th anniversary of diplomatic relations between France and Korea. The French Embassy in Korea praised his global influence in music and his role in enhancing cultural presence among the youth of both countries. He will participate in major cultural events to promote this milestone and encourage public engagement in various cultural activities throughout the year.
On the afternoon of the 5th, Stray Kids' Hyunjin returned to Korea via Incheon International Airport after completing overseas schedules. He had attended the Dior fashion show in France, alongside SEVENTEEN's Mingyu and actor Ryusei Yokohama, showcasing his presence at Fashion Week.
On the afternoon of the 2nd, Stray Kids' I.N returned to Incheon International Airport after participating in Milan Fashion Week. He celebrated his birthday by donating 100 million won and made a guest appearance at a concert featuring Park Jin-young, where fans were excited to hear songs from TWICE and classic J-POP hits.
At the GUCCI fashion show, celebrities like XG's COCONA and Stray Kids' Lino attended, highlighting the brand's cultural resonance and diversity. The collection, presented in a museum-like space, embodies GUCCI's design philosophy with new silhouettes and textures, emphasizing comfort and seamless wear, enhancing everyday life without needing complex explanations.
On the morning of the 2nd, Stray Kids' Hyunjin departed from Incheon International Airport to attend Paris Fashion Week. He will join SEVENTEEN's Mingyu and others at the Dior fashion show, where G-DRAGON, Hyunjin, and Felix from Stray Kids will also be present, creating a buzz with their luxurious group photo.
Stray Kids' Lino returned to Korea via Incheon International Airport after participating in Milan Fashion Week. He also commented on his ankle injury sustained during the '2025 MAMA' performance, and celebrated his birthday by donating approximately 21 million yen, hoping to provide small strength and comfort to others.
Stray Kids has achieved remarkable success in the 2025 global charts, ranking 2nd in the global album sales chart with their album 'KARMA'. This marks their fourth consecutive year in the top charts, with a total of seven works in the annual global sales top 10. They will also hold their 6th fan meeting and participate as headliners in major festivals in the US and Brazil.
On the afternoon of the 27th, Bang Chan from Stray Kids returned to Korea via Incheon International Airport after finishing his overseas schedule. He had traveled to Italy to attend Fashion Week, where he participated in the Fendi 2026-27 Autumn/Winter collection alongside celebrities like Kaho Kiyohara and YURI (HANA).
Stray Kids has announced their 6th official fan meeting, 'STAY in Our Little House,' to be held in Incheon on March 28, 29, and April 4, 5. JYP Entertainment shared preview images to build excitement. The event will include online streaming and ticket sales starting March 6 for fan club members.
Stray Kids' Changbin has been appointed as AUTRY's first global brand ambassador, symbolizing the brand's commitment to authenticity and creativity. His collaboration with AUTRY reflects a blend of American sports heritage and Italian craftsmanship, showcasing timeless elegance and confidence in the brand's new collection.
