Guess did not need to reinvent itself this season. It needed to reassert itself. With Hyunjin of Stray Kids at the center of its spring/summer 2026 campaign, the Los Angeles brand is doing exactly that: quietly, confidently, and without overreaching.
On March 27, the second chapter of the campaign launched worldwide. The first drop, launched three weeks earlier, had already signaled a shift. The yellow crewneck sweatshirt from the initial release sold out globally in under 24 hours. The brand clearly had momentum. The question was whether the follow-up could sustain it.
It can.
At the heart of the campaign is Hyunjin, a rapper and singer whose distinctive sense of style and commanding presence bring a fresh perspective to the brand’s longstanding identity as young, timeless, and adventurous. That description could easily come across as marketing language. Here, though, it doesn’t. Hyunjin brings something harder to manufacture: genuine visual authority. His creativity and global influence elevate the heritage looks rather than merely wearing them.
The styling builds on a minimalist foundation of white T-shirts and denim while exploring various silhouettes, including wide-leg and bootcut styles. Layering shirts, hoodies, and ringer T-shirts injects new energy into classic denim. None of it feels forced. The restraint is the point.
The Korea-led creative direction gives the campaign its real weight. Guess aims to revitalize its iconic denim legacy with a bolder, more expressive aesthetic that resonates with today’s consumers. However, that kind of language can ring hollow when the images don’t follow through. These do. The visuals are stripped back and focused, which is more difficult than it looks to pull off. Removing the clutter requires confidence in both the subject and the clothes.
Paul Marciano, Guess’s co-founder and chief creative officer, put it plainly: “Hyunjin embodies the energy and free-spirited attitude of today’s generation. This campaign brings a fresh sensibility to Guess’s denim heritage and marks the beginning of new momentum as we enter the brand’s next chapter.” Whether or not you agree with the “next chapter” framing, the sentiment remains. Denim brands often speak about heritage as though it were fixed, something to be preserved rather than reinterpreted. Guess is doing the latter.
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It’s worth noting the decision to lead the creative direction from Korea. The campaign draws directly from Hyunjin’s character and stage presence, with denim looks anchoring the visuals. This is not just a celebrity endorsement dressed up as a collaboration. Centering the campaign on Hyunjin’s point of view rather than asking him to fit a pre-existing Guess aesthetic reflects a more thoughtful approach to ambassador relationships.
Nicolai Marciano, Chief New Business Development Officer, said: “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.” The word “expression” recurs throughout the campaign. It is worth taking seriously. Fashion brands often reach for it but rarely deliver. Here, the restraint of the visuals and the refusal to overcrowd the frame suggest that Guess means it.
The collection is available at Guess Jeans Melrose, Guess Jeans Tokyo, select Guess stores, and online.
