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.
Related Articles
On the morning of the 23rd, Park Gyu-young departed through Incheon International Airport for an overseas schedule. Related photo links note her attendance at a HOURGLASS brand event, as well as GUCCI events attended by aespa’s NINGNING and Stray Kids’ Lee Know.
Stray Kids’ Felix shared a cover of Kim Dong-ryul’s “Should I Say I Love You Again?” through the group’s SKZ-RECORD YouTube content. The video quickly surpassed 1.45 million views, drawing global attention. Felix showed a calm, lyrical vocal side, highlighting his potential as a vocalist beyond rap and performance. Stray Kids continue to grow globally with self-produced music and strong chart success.
Stray Kids’ Bang Chan departed through Incheon International Airport on the morning of the 22nd for an overseas schedule. Related reports note that he donated a total of 20 million yen to a Seoul hospital and UNICEF Korea, and that he expressed anger toward a sasaeng fan who kicked a member’s suitcase.
On the afternoon of the 21st, Stray Kids arrived in Korea through Gimpo International Airport after completing the Osaka performances of their world tour, Stray Kids World Tour. Related news noted the Osaka-area collaboration details for their live-linked project and their successful National Stadium shows, which drew 140,000 fans over two days.
Stray Kids’ Bang Chan made a meaningful donation of 200 million won, giving 100 million won each to Seoul Rehabilitation Hospital and UNICEF Korea. The funds will support a specialized rehab center and recovery from Nepal’s major floods. He has also repeatedly donated to help children, people with disabilities, and disaster victims.
A teenage female fan who had gone to attend Stray Kids’ STRAYCITY concert in Buenos Aires, Argentina, died after collapsing while waiting to enter before the show. She was given first aid at the scene and taken to a nearby hospital, where her death was confirmed. An autopsy listed the cause as natural death from non-traumatic heart failure, with the final cause to be determined after further examination. Authorities are investigating the circumstances, and the organizer expressed deep condolences. A memorial message was shown before the second day’s show, and the audience observed a minute of silence.
Stray Kids became the first K-pop act to headline Rock in Rio in Brazil, drawing 100,000 people. They delivered a powerful set of hits, fireworks, fan interactions, and an improvised encore, proving their massive global impact.
Police arrested a man in his 30s for using family and relatives’ accounts and macro programs to resell 8,967 tickets illegally over eight years. He allegedly made about 2.4 billion won in profit, including huge markups on BTS, Stray Kids, SEVENTEEN, and Bruno Mars tickets.
NEXZ appeared at Rock in Rio 2026 in Rio de Janeiro as the first act on the main stage and delivered a powerful performance after touring Latin America. They performed rock versions of songs and new tracks from SAUCIN', won strong fan reactions, topped YouTube charts in several countries, and have more shows ahead.
Stray Kids’ Felix marked his birthday by donating a total of 300 million won to Samsung Seoul Hospital, Seoul National University Children’s Hospital, Books International, and UNICEF Korea. The funds will support pediatric cancer treatment, vulnerable groups, picture books, and flood relief. Han also donated 100 million won the day before.
