Stray Kids' Hyunjin Named New GUESS Global Brand Ambassador!
The artist makes his debut in his first-ever global campaign for GUESS JEANS.
Guess?, Inc. is proud to announce that Hyunjin of Stray Kids has been named the new Global Brand Ambassador for GUESS. Simultaneously, the artist makes his debut in his first worldwide campaign for GUESS JEANS. This collaboration marks a significant milestone in the continued evolution of the brand’s cultural identity.
Known for his magnetic stage presence and multi-dimensional talent, Hyunjin joins GUESS as an artist whose energy, creativity, and authenticity perfectly align with the brand's spirit—its bold approach to style and deep roots in culture. The partnership is built on a shared vision: honoring heritage while pushing the boundaries of modern self-expression.
By merging Hyunjin’s global influence with GUESS’s American denim heritage, the campaign presents a new interpretation of the "Modern Heritage" concept, where timeless silhouettes meet contemporary style. Classic denim shirts, straight-leg jeans, striped tees, and denim cargo pants form the foundation of the GUESS JEANS collection, highlighting the brand’s timeless denim DNA in a modern light.
"Hyunjin is more than just a performer; he is a creative force who bridges music, dance, and visual arts," says Paul Marciano, Co-founder and Chief Creative Officer of Guess?, Inc. "His sense of style, confidence, and global influence make him an incredible addition to the GUESS family."
As part of its further international expansion, the company is strengthening its global presence through strategic store openings in cities such as Tokyo, Amsterdam, and Berlin, as well as through campaigns featuring world-class talent and special activations highlighting the brand's evolution.
This growth direction was recently reinforced by the opening of the new GUESS JEANS flagship store on Melrose Avenue in Los Angeles. This represents a symbolic return to the brand's Californian roots and signals a new stage of global expansion.
"We are delighted to welcome Hyunjin to our family. Music and culture have always shaped my perspective on fashion, and Hyunjin is an exceptionally talented artist. We believe he perfectly represents a new era of our brand’s expression," says Nicolai Marciano, Chief New Business Development Officer at Guess?, Inc.
As a global ambassador for GUESS and GUESS JEANS, Hyunjin will participate in international campaigns and key brand initiatives, helping to write the next chapter of GUESS history—one that blends heritage-driven inspiration with a vision for the future.
Availability: The collection featured by Hyunjin will be available at the GUESS JEANS flagship store on Melrose Avenue, at selected GUESS JEANS locations across Europe and Asia, and online worldwide at www.guess.com and www.guess.eu.