Guess Unveils Second Campaign with K-Pop Star Hyunjin

The denim brand's partnership with the Stray Kids member aims to reposition its legacy through a bolder, more expressive lens.

Mar. 30, 2026 at 6:00pm

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An abstract close-up photograph of the textured surface of a pair of worn, faded blue jeans, captured in dramatic studio lighting to create a high-fashion, glamorous aesthetic.Guess' new campaign with K-pop star Hyunjin aims to reposition the brand's denim heritage through a bold, expressive visual identity.Los Angeles Today

Guess has unveiled the second drop of its Spring/Summer 2026 global advertising campaign featuring brand ambassador Hyunjin, a member of the K-pop group Stray Kids. The campaign aims to reposition Guess' denim heritage with a sharper, more energetic aesthetic that reflects the attitude of the new generation.

Why it matters

Guess' partnership with Hyunjin marks the brand's effort to connect with a younger, global audience through a K-pop star who embodies the free-spirited and expressive sensibilities of today's consumers. By taking a 'Korea-led creative design approach,' Guess is tapping into the growing influence of K-pop culture to revitalize its iconic denim legacy.

The details

The new campaign features Hyunjin wearing classic Guess denim styles like wide-leg and bootcut fits, paired with a simple white T-shirt. Guess says the looks bring a 're-energized visual identity for the brand' that moves away from 'heritage nostalgia' towards a 'sharper, more expressive energy.' The collection is now available at Guess Jeans' Melrose flagship, Guess Jeans Tokyo, and selected Guess and Guess Jeans stores and online platforms.

  • Guess unveiled the second drop of its Spring/Summer 2026 global advertising campaign on March 30, 2026.

The players

Guess?, Inc.

The Los Angeles-based denim brand that recently named Hyunjin of Stray Kids as its first global brand ambassador for both Guess and Guess Jeans brands.

Hyunjin

A South Korean rapper, singer and member of the K-pop group Stray Kids, who was named Guess' first global brand ambassador earlier this month.

Paul Marciano

The co-founder and chief creative officer of Guess?, Inc. who said Hyunjin embodies the 'energy and free-spirited attitude of today's generation.'

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What they’re saying

“Hyunjin embodies the energy and free-spirited attitude of today's generation. 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.”

— Paul Marciano, Co-founder and Chief Creative Officer, Guess?, Inc.

The takeaway

Guess' partnership with Hyunjin represents the brand's strategic shift to connect with a younger, global audience by tapping into the growing influence of K-pop culture. By taking a 'Korea-led creative design approach,' Guess is aiming to revitalize its iconic denim legacy through a bolder, more expressive aesthetic that resonates with today's consumers.