Guess, Inc. announced that Hyunjin of Stray Kids is its new Global Brand Ambassador. The partnership begins with his first worldwide campaign for the brand and marks an important step in GUESS’s Jeans cultural growth.
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Known for his strong stage presence and artistic talent, Hyunjin joins GUESS as someone whose energy, creativity and authenticity align with the brand’s bold, confident style. The partnership reflects a shared vision of respecting tradition while continuing to push the boundaries of modern self-expression.
The campaign combines Hyunjin’s global influence with GUESS’ tradition of American denim. It presents a modern take on heritage, where classic styles meet a contemporary look. The GUESS JEANS collection features denim shirts, straight-fit jeans, striped T-shirts, and denim cargo pants, highlighting the brand’s strong denim identity with a fresh perspective.
This momentum continued with the recent opening of the new GUESS JEANS flagship store on Melrose Avenue in Los Angeles. The opening marks a return to the brand’s California roots while also signaling a new phase of global expansion.
As part of its global expansion, the company has increased its international presence by opening new stores in cities such as Tokyo, Amsterdam, and Berlin. It has also launched campaigns with global talent and special events that highlight the brand’s continued growth and evolution.
As the global ambassador for both GUESS and GUESS JEANS, Hyunjin will take part in worldwide campaigns and lead major brand initiatives, helping shape the next phase of GUESS with a mix of heritage inspiration and a focus on the future.
Paul Marciano, Co-founder and Chief Creative Officer of Guess?, Inc., said that beyond performing, Hyunjin is a creative talent in music, dance, and visual art. He added that Hyunjin’s style, confidence, and global influence make him a great addition to the GUESS family.
Nicolai Marciano, Chief New Business Development Officer at Guess?, Inc., said the company is excited to welcome Hyunjin to the GUESS family. He added that music and culture have always influenced his view of fashion, and that Hyunjin, as a talented artist, represents a new era of expression for the brand.
About GUESS JEANS
GUESS JEANS is an American West Coast lifestyle brand built on a 40-year denim heritage. Created by Nicolai Marciano, the brand represents a new era of denim fashion, focusing on sustainability and innovation. GUESS JEANS offers a full range of basic styles centered on denim, combining the classic spirit of GUESS with a modern look.
About Hyunjin
Hyunjin is a member of the global K-pop group Stray Kids and is known for his strong performances and expressive artistic style. With his unique fashion sense and creative energy, he continues to grow his influence in music, performance, visual art and fashion, connecting with fans around the world and becoming a major cultural icon of his generation.
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