GUESS?, Inc. is signaling a new era for the iconic American denim brand, unveiling the second drop of its Spring Summer 2026 global advertising campaign featuring Stray Kids rapper and singer Hyunjin as its newest global brand ambassador.
The campaign, which launches globally on March 27th, reframes GUESS’ classic denim heritage through a bolder, more expressive lens — trading nostalgic imagery for a sharper energy designed to resonate with a new generation of consumers.
At the heart of the campaign is Hyunjin, whose distinctive sense of style and commanding stage presence bring a fresh perspective to the brand’s longstanding identity of being young, timeless, and adventurous.
“Hyunjin embodies the energy and free-spirited attitude of today’s generation,” said Paul Marciano, Co-Founder and Chief Creative Officer of Guess?, Inc. “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.”
A defining feature of the project is its Korea-led creative approach, developed exclusively with Hyunjin in mind. The campaign’s direction draws directly from his individual character and stage presence, with denim-driven looks anchoring the visuals. Styling ranges from wide-leg silhouettes and bootcut fits to classic white T-shirts, hoodies, shirts, and ringer tees — all centered around a confident, effortless aesthetic that reflects both Hyunjin’s individuality and the brand’s evolving direction.
The campaign is set to roll out across GUESS JEANS locations in Los Angeles and Tokyo, as well as selected GUESS and GUESS JEANS stores worldwide, online platforms, and the brand’s official social media channels.
