K-pop star Hyunjin kicked off this past weekend with a special appearance at the GUESS Melrose Avenue location, celebrating the brand’s global partnership through an immersive experience that brought together fashion, music and community.
Hyunjin is the global brand ambassador for GUESS and a member of the acclaimed K-pop group, Stray Kids.
Inspired by the visual identity and creative direction of Hyunjin’s inaugural worldwide campaign for GUESS, the event continued the brand’s evolving vision of retail as a platform for storytelling, cultural connection and self-expression.
Hyunjin attended the event wearing the GUESS JEANS Regular Long Sleeve Denim Shirt in Medium Wash, paired with a White Rib Tank Top and the Relaxed Heritage Jeans in Medium Wash.
Ahead of the event, a dedicated billboard installation above the store and large-format LED campaign visuals launched across the exterior façade.
Inside, a dedicated signing wall served as both a live moment during Hyunjin’s visit and a lasting fan touchpoint. Extending the campaign’s reach beyond the flagship location, the brand also launched a citywide out-of-home advertising takeover, featuring Hyunjin’s campaign imagery across six prominent billboard placements throughout Los Angeles
The exclusive concession-style merchandise will be live on e-com as of early July 2026, with select styles available at the GUESS flagship Beverly Drive and in GUESS stores across North America.
{Photo Credit: Tommaso Boddi /Getty Images for GUESS }
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