GUESS has spent four decades selling American denim mythology, and for spring-summer 2026 the brand filters that lore through Hyunjin, the Stray Kids member whose face now occupies the space once held by Claudia Schiffer and Anna Nicole Smith. The campaign captures him in rooms that suggest motel or first apartment. This is the GUESS origin story updated for an audience that consumes fashion through Instagram carousels and fan edits.
Hyunjin for GUESS Spring/Summer 2026 Campaign
This season’s denim operates in three distinct washes, from classic mid-blue to acid-touched pale to faded charcoal, each pair cut wide through the leg and soft at the ankle. Waistbands sit at the natural line or slightly dropped, and when Hyunjin raises his arms or shifts his weight, the white cotton tee rides up to expose branded elastic underneath.
This is the vocabulary of 1990s campaign imagery translated into contemporary proportion. The generous leg creates a columnar silhouette from hip to floor, while cropped or shrunken tops balance the volume above. The clothes photograph as graphic shapes, legible at any scale, designed for the screen as much as the street. These are clothes for off-duty hours, for the time between obligations.
This campaign belongs to a new GUESS era, marked recently by the announcement of Hyunjin as global brand ambassador.
