GUESS has found its next chapter, and it arrives in the form of Hyunjin of Stray Kids. The brand announced the Stray Kids member as its newest global ambassador, with his inaugural worldwide campaign for GUESS Jeans dropping alongside the news.
Hyunjin for GUESS
GUESS is a name with deep American denim roots, and pairing that legacy with one of K-pop’s most compelling figures is a move toward a younger, globally connected audience. The timing is purposeful.
GUESS has been building toward this moment, with new flagship openings in Tokyo, Amsterdam, and Berlin, and a newly launched GUESS Jeans store on Melrose Avenue in Los Angeles that positions the brand’s California origins as something worth celebrating again.
Hyunjin steps into the ambassador role as the face of the brand’s expansion, leading worldwide campaigns and headlining key brand initiatives going forward. For a label that once defined aspirational American denim and has spent recent years reasserting its place in the conversation, this is a meaningful reset.
Hyunjin brings the global fanbase and fashion credibility that takes years to build, and GUESS is betting that combination is exactly what the brand needs to matter to a new generation.
