K-pop star Hyunjin from Stray Kids was officially announced as the global brand ambassador for GUESS and GUESS JEANS, launching a worldwide denim campaign for the brand.
Hyunjin brings a huge international fan base, making him a powerful marketing face for denim.
GUESS is using the global pop stars to modernize its classic American denim identity. The campaign introduces GUESS’s ‘Modern Heritage’ idea – mixing the label’s classic American denim with a contemporary attitude influenced by Hyunjin’s global pop-culture presence.
Recognized for his magnetic stage presence and multidimensional artistry, Hyunjin joins GUESS as a figure whose energy, creativity, and authenticity align with the brand’s ethos of a fearless approach to personal style rooted in cultural impact. The collaboration reflects a shared vision: one that honors heritage while continuously pushing the boundaries of modern self-expression.
Blending Hyunjin’s global influence with GUESS’ legacy of American denim, the campaign introduces a refined interpretation of “Modern Heritage,” where timeless silhouettes meet contemporary attitude. Classic denim shirts, straight-fit jeans, striped tees, and denim cargo pants anchor the GUESS JEANS collection. This is all about reaffirming the brand’s enduring denim DNA through a progressive lens.
“Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art,” says Paul Marciano, Co-founder and Chief Creative Officer of GUESS. “His sense of style, confidence and global influence make Hyunjin an amazing addition to the GUESS Family.”
“We’re excited to welcome Hyunjin to the family. Music and culture have always shaped my perspective on fashion, and Hyunjin is a highly talented artist. We believe he truly represents a new era of expression for the brand,” says Nicolai Marciano, Chief New Business Development Officer of GUESS.
As global ambassador for both GUESS and GUESS JEANS brands, Hyunjin will lead worldwide campaigns and headline key brand initiatives, helping define the next chapter of GUESS through a perspective that is simultaneously heritage-inspired and future-focused.
The collection is available online at www.guess.com and select worldwide GUESS stores. Denim laser customization service will also be available exclusively at the GUESS JEANS Melrose Avenue flagship for a limited time.
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