Guess?, Inc. accelerates its next era with global ambassador Hyunjin of Stray Kids, unveiling the second drop of its Spring/Summer 2026 campaign. The global advertising campaign reframes the brand’s iconic American denim legacy through a bolder, more free-spirited lens. For this drop, the brand is shifting its focus from heritage nostalgia to a sharper, more expressive energy that reflects the attitude of the new generation.
At the center 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.
For the collection, singer Hyunjin sense of style and stage presence brings a fresh perspective on GUESS’ long-standing ethos of being young, timeless, and adventurous.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 signaling 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, accessorized with confidence. From wide-leg silhouettes and bootcut denim fits, the styling mixes shirts, hoodies, and ringer tees and brings a re-energized visual identity for the brand.
The GUESS campaign featuring Hyunjin is available at GUESS JEANS Melrose, GUESS JEANS Tokyo, and selected GUESS and GUESS JEANS stores, online platforms, and official social media channels.
For more information about Guess?, please visit www.guess.com.
About Guess?, Inc.
Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores as well as better department and specialty stores around the world.
About Hyunjin
Hyunjin is a member of the global K-pop group Stray Kids and an artist known for his powerful performances and refined, expressive artistry. With a distinctive sense of style and creative energy, Hyunjin continues to expand his influence across music, performance, visual expression, and fashion, connecting with fans worldwide and establishing himself as a leading cultural icon of his generation.
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Source: Guess, Hyunjin, K-pop, Stray Kids, Spring Summer 2026
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