GUESS launches Spring/Summer 2026 campaign featuring Stray Kids' Hyunjin, reinterpreting American denim with a modern twist.
March/27/2026 12:22Related Groups & Members
GUESS announced the second phase of its Spring/Summer 2026 global campaign featuring Stray Kids' Hyunjin as the global brand ambassador. This campaign is an important initiative symbolizing the brand's evolution into a new phase. In this second phase, GUESS reinterprets its American denim legacy from a bolder and freer perspective. It advances nostalgia for traditional heritage to a sharper and more expressive energy reflecting next-generation sensibilities. At the center of this campaign is Hyunjin. His outstanding style sense and presence bring a new perspective to the brand values of 'youth,' 'timelessness,' and 'adventurous spirit' that GUESS has upheld for years. Paul Marciano, co-founder and Chief Creative Officer of GUESS, commented, 'Hyunjin embodies the energy and free spirit of the modern generation. This campaign brings a new sensibility to GUESS's denim heritage and symbolizes the beginning of the brand's next chapter.' One of the distinctive elements of this project is the creatively developed approach led by Korea. The design and styling direction is built around Hyunjin's personality and stage presence. The looks centered on denim highlight his individuality while showcasing the brand's evolving direction. In the minimal styling of classic white T-shirts and denim, Hyunjin's presence stands out, expressing a strong yet natural style. By combining various denim silhouettes like wide-leg and bootcut with shirts, hoodies, and ringer T-shirts, new energy is brought to the brand's visuals. This campaign featuring Hyunjin will be rolled out starting April 1 at GUESS and GUESS JEANS stores and the official online store.
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