American fashion powerhouse Guess has officially announced K-pop star Hyunjin of Stray Kids as its newest global brand ambassador, marking a powerful fusion of music, youth culture, and iconic denim heritage.

The announcement introduces Hyunjin as the face of both GUESS and GUESS JEANS, positioning the globally celebrated performer at the forefront of upcoming campaigns and major brand initiatives worldwide.

Known for his striking stage presence, artistic expression, and distinctive personal style, Hyunjin has built an immense international following through his work with Stray Kids and his influence across fashion and visual culture. The partnership reflects Guess’ ongoing effort to connect its heritage with a new generation shaped by global pop culture and digital creativity.

The collaboration launches with Hyunjin starring in a new worldwide campaign inspired by “Modern Heritage,” blending the brand’s classic American denim identity with contemporary styling. Signature pieces—including straight-fit jeans, denim shirts, cargo silhouettes, and striped tees—anchor the collection, revisiting timeless wardrobe staples through a modern lens.

Paul Marciano, co-founder and chief creative officer of Guess, described Hyunjin as more than just a performer, calling him a creative artist whose influence spans music, dance, and visual art, making him a natural fit for the brand’s evolving identity.

With his global fanbase and cultural reach, Hyunjin’s appointment signals Guess’ continued expansion into youth-driven markets where fashion and entertainment increasingly intersect. As the campaign rolls out internationally, the partnership is expected to place the K-pop star at the center of billboards, digital campaigns, and fashion storytelling worldwide.

From the stage to the fashion front row, Hyunjin continues to cement his position as one of the most influential figures bridging K-pop and luxury fashion, ushering in a new era for Guess’ iconic denim legacy.