Guess Drops Second Campaign with Hyunjin
- Angela Velasquez
- 2 days ago
- 1 min read
Hyunjin stars in Guess' Spring/Summer 2026 campaign. Courtesy
Guess?, Inc.’s partnership with Hyunjin of Stray Kids is in full swing.
On Friday, the Los Angeles-based denim brand unveiled its second drop of the Spring/Summer 2026 global advertising campaign featuring the brand ambassador. The campaign aims to reposition Guess’ denim legacy through a bolder lens.
“Trading heritage nostalgia for a sharper, more expressive energy that reflects the attitude of the new generation,” Guess described.
Guess named the South Korean rapper, singer and member of the K-pop group Stray Kids its first global brand ambassador for both Guess and Guess Jeans brands earlier this month.
“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.
Guess said it took a “Korea-led creative design approach” for the denim-driven campaign, adding that Hyunjin’s “distinct character and stage presence” shaped the design and styling. Hyunjin wears a classic white T-shirt and jeans including wide-leg and bootcut fits. Guess added that the looks bring a “re-energized visual identity for the brand.”
The collection is available now at Guess Jeans’ recently opened Melrose flagship, Guess Jeans Tokyo and selected Guess and Guess Jeans stores and online platforms.
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