GUESS Opens a New Chapter in American Denim with Hyunjin

GUESS has unveiled striking campaign visuals with global ambassador Hyunjin of Stray Kids, opening a new chapter for the brand.

This campaign boldly reinterprets GUESS’s iconic American denim heritage through a freer lens, presenting polished visuals that reflect the sensibilities and attitude of a new generation. Moving beyond the archives, it sets out the brand’s new direction with crisp, energetic imagery.

At the center of the project is global ambassador Hyunjin. Known for his singular sense of style, Hyunjin brings a fresh charm to the campaign, making GUESS’s brand philosophy—“Young, Timeless, Adventurous”—his own.

In particular, the campaign is meaningful in that the entire process—from design to styling—was planned and carried out in Korea. Based on a strategy that closely analyzed Hyunjin’s individuality and onstage presence, the team completed a denim-centered collection and, through it, established the brand’s new visual guidelines.

Paul Marciano, co-founder of GUESS, said, “Hyunjin embodies the free-spirited energy and daring attitude of today’s generation. This campaign adds a stylish twist to GUESS’s denim heritage and will serve as an important starting point as the brand takes its next leap forward.”

In the pictorial, Hyunjin exudes a one-of-a-kind aura, flawlessly pulling off everything from a classic pairing of a white T-shirt and jeans to mix-and-match looks featuring wide-leg denim and bootcut pants.

GUESS’s new campaign with Stray Kids’ Hyunjin will roll out globally starting today (March 27) through GUESS stores worldwide, the online store, and the brand’s official social channels.