Guess?, Inc. pushes its new chapter further with global brand ambassador Hyunjin of Stray Kids. The brand unveils its second drop of the Spring Summer 2026 global advertising campaign that reframes the brand’s iconic American denim legacy through a bolder, more free-spirited lens. Trading heritage nostalgia for a sharper, more expressive energy that reflects the attitude of the new generation.
At the centre of the second campaign is rapper and singer Hyunjin, whose sense of style and stage presence bring a fresh perspective on GUESS’ long-standing ethos of being young, timeless and adventurous.
“Hyunjin embodies the energy and free-spirited attitude of today’s generation. This campaign brings a fresh sensibility to GUESS’ denim heritage and marks the beginning of new momentum as we enter the brand’s next chapter,” said Paul Marciano, Co-founder and Chief Creative Officer of Guess?, Inc.
A standout element of the project is its Korea-led creative design approach, developed exclusively with Hyunjin in mind. The campaign direction shapes both design and styling, drawing from his distinct character and stage presence. Denim-driven looks anchor the visuals, reflecting his individuality while signalling the brand’s evolving direction.
Stripped down to the classic white T-shirt and denim, Hyunjin’s presence creates a powerful take on effortless styling, accessorised with confidence. From wide-leg silhouettes and bootcut denim fits, the styling mixes shirts, hoodies, and ringer tees and brings a re-energised visual identity for the brand.
