Guess has named Hyunjin of Stray Kids as its newest global brand ambassador, placing the artist at the center of upcoming campaigns for both Guess and Guess Jeans. The appointment connects the brand with Hyunjin’s international following, which extends across music, fashion, and visual culture.
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The partnership begins with Hyunjin’s first worldwide campaign for Guess. Built around the concept of “Modern Heritage,” the campaign revisits classic American denim staples through a contemporary styling approach. Straight-fit jeans, denim shirts, striped tees, and cargo silhouettes anchor the visuals, reinforcing the brand’s long-standing connection with.
Hyunjin’s presence introduces the campaign to a global audience that closely follows his work both on stage and beyond. Known for his distinctive performance style and visual identity, the Stray Kids member has developed influence across multiple creative fields, including music, dance, and artistic expression.
Paul Marciano, co-founder and chief creative officer of Guess, welcomed the collaboration, describing Hyunjin as a creative force whose influence spans music, dance, and visual art. Nicolai Marciano, chief new business development officer of Guess, also emphasized the role that music and youth culture continue to play in shaping the brand’s perspective on fashion.
The announcement arrives during a period of global expansion for Guess. The company continues to strengthen its international retail network through new store openings and global initiatives, with recent locations in cities such as Tokyo, Amsterdam, and Berlin.
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At the same time, Guess has opened a new Guess Jeans flagship on Melrose Avenue in Los Angeles. The location signals a renewed connection with the brand’s California roots while introducing the next stage of its global development.
