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.
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