On March 6, fashion brand GUESS officially announced Hyunjin of Stray Kids as its newest global ambassador, unveiling the artist as the face of the latest global campaign for GUESS JEANS.
The newly released campaign combines Hyunjin’s international influence with GUESS’s long-established American denim heritage. Centered on the brand’s “Modern Heritage” concept, the campaign reinterprets classic denim aesthetics through a contemporary lens.
In the visuals, Hyunjin showcases key pieces from the GUESS JEANS collection, including classic denim shirts, straight-fit jeans, striped T-shirts, and denim cargo pants. The styling reflects the label’s signature denim DNA while incorporating modern design elements that highlight the versatility of the collection.
Commenting on the collaboration, Paul Marciano, co-founder and Chief Creative Officer of GUESS, praised the artist’s creative presence. He described Hyunjin as more than a performer, emphasizing his artistic identity that spans music, dance, and visual art. According to Marciano, Hyunjin’s personal style, confidence, and global popularity make him a natural fit for the GUESS brand.
As the newly appointed global ambassador, Hyunjin will lead promotional campaigns for GUESS and GUESS JEANS worldwide while also participating in major brand initiatives in the coming months.
