GUESS taps the Stray Kids star for a Korea-led campaign that redefines the brand’s denim legacy.
For Hyunjin, fashion has always been an extension of artistry. Now, the global K-pop icon is stepping into his most high-profile style moment yet.
GUESS has unveiled its latest campaign starring Hyunjin, member of the internationally acclaimed group Stray Kids, marking a bold creative pivot for the iconic American brand. At the heart of the project is a Korea-led creative design approach developed exclusively with Hyunjin in mind — a first for the label — drawing directly from his distinct character and commanding stage presence.
“Hyunjin embodies the energy and free-spirited attitude of today’s generation,” said Paul Marciano, Co-founder and Chief Creative Officer of Guess?, Inc. “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.”
The campaign’s styling leans into effortless cool — stripped back to the white T-shirt and denim, the visuals let Hyunjin’s presence do the heavy lifting. Wide-leg silhouettes, bootcut denim fits, hoodies, shirts, and ringer tees anchor the looks, blending confidence with accessibility. The direction signals a re-energized visual identity for GUESS while staying true to the brand’s long-standing ethos: young, timeless, and adventurous.
For Hyunjin, the partnership is a natural extension of an ever-expanding creative footprint. Beyond music and performance, the artist has steadily established himself as a leading cultural figure across fashion and visual expression — connecting with fans worldwide and cementing his status as one of his generation’s most influential icons.
The collaboration arrives as both GUESS and Hyunjin enter defining new phases, with the campaign positioning the brand squarely at the intersection of global pop culture and enduring American style.
SOURCE Guess?, Inc.
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