The artist Hyunjin, member of Stray Kids, fronts the new global Guess campaign, strengthening his influence within the international fashion industry.
The brand Guess has officially announced Hyunjin, a member of the global K-pop phenomenon Stray Kids, as its new global brand ambassador. The artist will take centre stage in upcoming international campaigns for Guess and Guess Jeans, marking a strategic partnership that connects the American fashion house with one of the most influential figures in contemporary pop culture.
The collaboration begins with Hyunjin’s first worldwide campaign, built around the creative concept “Modern Heritage.” The campaign revisits the classic codes of American denim through a contemporary lens, reinterpreting the iconic pieces that have defined the brand’s identity for decades.
Key elements of the collection include straight-fit jeans, denim shirts, striped T-shirts, and cargo silhouettes, garments that form the visual foundation of the campaign. This approach reinforces Guess’s historic connection to the denim universe, while simultaneously appealing to a new generation of global consumers.
Hyunjin’s presence introduces the campaign to an international audience that closely follows his work both in music and across other creative disciplines. The artist is widely recognised for his distinctive performance style and visual identity, combining music, dance and artistic expression in a way that has helped establish his growing influence within global youth culture.
Executives at Guess have also emphasised the strategic importance of the collaboration. Paul Marciano, co-founder and chief creative officer of the brand, described Hyunjin as a creative force capable of bridging multiple artistic fields. Meanwhile, Nicolai Marciano, chief new business development officer, highlighted the role that music and youth culture continue to play in shaping the brand’s evolving aesthetic vision.
The announcement also arrives during a period of international expansion for Guess, as the company continues strengthening its global presence through new retail openings in cities including Tokyo, Amsterdam, and Berlin.
