GUESS returns to California for its Fall 2026 campaign, starring global brand ambassador Hyunjin of Stray Kids. The campaign draws from the state where GUESS began in 1981 and brings its free-spirited American attitude into the new season through denim, workwear and a distinctly Californian setting.
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California-inspired roadside scenes establish the campaign’s visual direction. A classic gas station and vintage cars place Hyunjin within imagery connected to American road culture. The photographs progress from daylight into nighttime, shifting from sunlit scenes to an after-dark setting while maintaining the confident character GUESS associates with the season.
Hyunjin brings his personal style and expressive presence to the campaign. His performance alternates between charisma and a refined sensibility, giving the Fall 2026 imagery its central character. As a global ambassador, he continues his relationship with GUESS through a campaign designed to introduce the brand’s identity to a new generation.
Denim drives the Fall 2026 wardrobe. Hyunjin wears pigment-washed denim sets alongside jeans presented in several washes and silhouettes. Denim-on-denim combinations emphasize a category closely associated with GUESS, while workwear jackets introduce another reference to American dressing.
Faux-leather outerwear adds weight to the seasonal selection, joined by hoodies and graphic T-shirts. Leather layers appear alongside denim throughout the campaign, connecting the clothes to the California-inspired concept. The styling keeps the focus on familiar casual pieces and the confident attitude that runs through the Fall 2026 collection.
Selected looks also incorporate pieces from the GUESS JEANS x The Rolling Stones collaboration. Graphic T-shirts and denim introduce references to rock music within the campaign. The collaboration connects the visual identity of The Rolling Stones with GUESS JEANS through pieces that bring music and fashion into the Fall 2026 wardrobe.
Paul Marciano, Co-Founder and Chief Creative Officer of GUESS, LLC, describes California and denim as central influences behind the campaign. He points to Hyunjin’s distinctive style and artistic sensibility as elements that bring a fresh perspective to the modern American attitude associated with GUESS.
The company will also mark the campaign launch with a dedicated tour truck at Westfield White City on September 13 and 14. Visitors who purchase selected GUESS and GUESS JEANS pieces worn by Hyunjin in the campaign will have the opportunity to personalize their items using nano-laser technology.
