Guess?, the US fashion and jeans brand, has announced that Hyunjin of Stray Kids will be its newest Global Brand Ambassador, unveiling his inaugural worldwide campaign for the brand.
The rapper and singer is recognized as one of the most magnetic ones for his presence on stage and eclectic ability. Moreover, by choosing one of the most beloved artists and a member of one of the top bands of K-pop today, Guess is taking a new step in increasing its popularity in South Korea and the Asian markets.
As part of this decision, Hyunjin will be protagonist of the inaugural worldwide campaign for the brand, will be testimonial of a focused capsule collection and will mark a defining moment in Guess’ cultural evolution, while pushing the boundaries of its consumers’ most modern self-expression.
Blending Hyunjin’s global influence with Guess’ legacy of American denim, the campaign introduces a new interpretation of the brand’s classic denim shirts, straight-fit jeans, striped tees, and denim cargo pants reaffirming the brand’s enduring denim DNA through a progressive lens.
“Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art,” says Paul Marciano, co-founder and chief creative officer of Guess?, Inc. “His sense of style, confidence, and global influence make Hyunjin an amazing addition to the Guess family,” he added.
As part of its continued global expansion, the company has strengthened its international presence through strategic retail openings in cities including Tokyo, Amsterdam, and Berlin, alongside campaigns featuring global talent and special activations that reflect the brand’s ongoing evolution.
This momentum also culminates with the recent opening of the new Guess Jeans flagship store on Melrose Avenue in Los Angeles, a symbolic homecoming that marks a bold return to the brand’s California roots while signaling a new era of global expansion.
“We’re excited to welcome Hyunjin to the family. Music and culture have always shaped my perspective on fashion, and Hyunjin is a highly talented artist. We believe he truly represents a new era of expression for the brand,” commented Nicolai Marciano, chief new business development officer of Guess?, Inc. and a sensitive expert in picking the latest trends in youth music.
Such expertise clearly stands out further as Stray Kids are renown for self-producing their highly energetic music, a unique genre that melts together EDM, hip-hop and rock together.
The collection featured on Hyunjin will be available at the Guess Jeans flagship on Melrose, and selected Guess Jeans stores in Europe and Asia and through the brand’s e-commerce.