In a move that further solidifies his status as a premier global fashion icon, Hyunjin, the multi-talented member of the K-pop sensation Stray Kids, has been officially named the newest Global Brand Ambassador for the iconic American lifestyle brand GUESS.
The announcement, made on March 5, 2026, marks a significant collaboration between the world of high-performance K-pop and the legendary heritage of American denim.
This partnership is not just a commercial endorsement but a cultural synergy, as Hyunjin’s creative energy aligns perfectly with the brand’s long-standing philosophy of bold self-expression and cultural impact.
Redefining Style through “Modern Heritage”
Coinciding with the ambassadorship announcement, GUESS revealed its latest global campaign for GUESS JEANS, featuring Hyunjin as the primary face.
The campaign is centered around the theme of “Modern Heritage,” a concept that aims to bridge the gap between the brand’s 40-year legacy of denim innovation and the contemporary, forward-thinking attitude of the new generation.
In the promotional imagery, Hyunjin is seen sporting key pieces from the collection, including classic denim shirts, straight-fit jeans (such as the G16), and striped logo tees.
The collection emphasizes “core basics”- straightforward, high-quality staples that reinterpret the brand’s DNA through a modern lens.
A notable aspect of this new era is the focus on sustainability, with several pieces falling under the sustainable GUESS Jeans label.
The campaign highlights Hyunjin’s ability to transition from the avant-garde aesthetics of high-fashion runways to the effortless, cool-toned “signature blues” of GUESS, proving his versatility as a model and artistic force.
A Powerful Creative Partnership and Executive Vision
The leadership at GUESS has expressed immense enthusiasm about welcoming Hyunjin to the “GUESS Family.”
Paul Marciano, the co-founder and Chief Creative Officer of Guess?, Inc., lauded Hyunjin as a “creative force” whose talents extend far beyond the stage into the realms of visual art and dance.
He noted that Hyunjin’s “exceptional style and unwavering confidence” allow him to command a powerful presence on the global stage, bringing a fresh, vibrant energy to the brand.
Supporting this sentiment, Nicolai Marciano, the Chief New Business Development Officer, emphasized the deep-rooted connection between music, culture, and fashion. He stated,
“Hyunjin demonstrates outstanding artistry in everything he does, and I am confident that he represents a new era of expression for the brand.”
As a global ambassador for both the main GUESS line and the specialized GUESS JEANS brand, Hyunjin is expected to headline key brand initiatives and participate in worldwide campaigns that will shape the next chapter of the company’s history.
Strategic Global Impact and Fan Engagement
The timing of this announcement aligns with the brand’s bold return to its California roots, marked by the recent opening of the GUESS JEANS flagship on Melrose Avenue in Los Angeles.
To celebrate the partnership, select stores in major cities like Los Angeles (Melrose) and Tokyo are offering exclusive services, such as a denim laser customization service where fans can have special Hyunjin-themed engravings added to their purchases for a limited time.
This partnership continues a prolific streak for Hyunjin, who has already established himself as a dominant figure in the fashion world through high-profile roles with luxury houses like Versace and Cartier.
By joining GUESS- a brand with a massive global retail footprint- Hyunjin is set to reach an even broader audience.
Industry experts suggest that this move into contemporary lifestyle fashion allows fans more accessible ways to engage with his style.
As the face of the brand’s evolution, Hyunjin’s collaboration with GUESS is more than a milestone for Stray Kids; it is a testament to the enduring power of K-pop artists to define global trends across all sectors of the fashion industry.
