GUESS has officially announced Stray Kids member Hyunjin as its newest Global Brand Ambassador, marking the beginning of a major partnership that blends fashion, music, and global cultural influence.
The collaboration introduces Hyunjin as the face of GUESS and GUESS JEANS worldwide, with the K-pop star leading international campaigns and key brand initiatives as the company continues to expand its global presence.
Known for his powerful stage presence, artistic versatility, and distinctive sense of style, Hyunjin has become one of the most influential figures in contemporary K-pop. Beyond his work as a performer with Stray Kids, he is also recognized for his interests in visual art, dance, and creative expression, qualities that GUESS believes align perfectly with the brand’s identity.
The partnership debuts through Hyunjin’s first global campaign for the brand, centered around the concept of “Modern Heritage.” The campaign combines GUESS’ iconic denim legacy with contemporary fashion influences, presenting classic American styles through a modern lens.
Featured pieces include timeless denim shirts, straight-fit jeans, striped T-shirts, and denim cargo pants, all designed to showcase the enduring appeal of GUESS JEANS while appealing to a new generation of consumers.
Paul Marciano, Co-founder and Chief Creative Officer of Guess?, Inc., praised Hyunjin’s creative influence and global reach, describing him as a talented artist whose confidence, style, and cultural impact make him a natural addition to the GUESS family.
The appointment comes during a period of significant international growth for the fashion brand. In recent years, GUESS has expanded its footprint with new retail locations and flagship stores in major cities worldwide, including Tokyo, Amsterdam, Berlin, and Los Angeles.
One of the most notable developments has been the opening of the new GUESS JEANS flagship store on Melrose Avenue in Los Angeles. The location represents a symbolic return to the brand’s California roots while serving as a centerpiece for its future global ambitions.
Nicolai Marciano, Chief New Business Development Officer at Guess?, Inc., highlighted the long-standing relationship between fashion, music, and culture, noting that Hyunjin embodies a new generation of creative expression that aligns with the brand’s evolving vision.
As Global Brand Ambassador, Hyunjin will play a central role in upcoming campaigns and special projects designed to connect GUESS with younger audiences across international markets. His involvement reflects the growing influence of K-pop artists in the luxury and fashion industries, where global fan communities have become increasingly important to brand growth and engagement.
The collection featured in Hyunjin’s campaign is available through the GUESS JEANS flagship store in Los Angeles, online, and at select GUESS locations worldwide. Customers visiting the Melrose flagship can also access a limited-time denim laser customization service, allowing them to personalize their purchases.
With Hyunjin’s worldwide popularity and GUESS’ iconic fashion heritage, the partnership represents a significant moment for both the artist and the brand as they begin a new chapter focused on creativity, individuality, and global influence.