Guess has unveiled the second drop of its global spring/summer 2026 advertising campaign, with Stray Kids member Hyunjin fronting the brand’s latest push to refresh its denim heritage for a new generation.

The fashion retailer said the campaign marks a further step in its “next chapter”, reframing its American denim legacy through a bolder and more expressive creative direction aimed at younger consumers.

Hyunjin, who was recently named a global brand ambassador for Guess, takes centre stage in the new campaign, with the brand positioning his personal style and stage presence as a modern interpretation of its long-standing identity.

Paul Marciano, co-founder and chief creative officer of Guess?, Inc., said: “Hyunjin embodies the energy and free-spirited attitude of today’s generation.

“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.”

Guess said a key feature of the campaign is its Korea-led creative approach, which was developed specifically with Hyunjin in mind. The design and styling direction draws on his character and visual identity, while keeping denim at the heart of the creative.

The campaign imagery pairs classic white T-shirts with a range of denim-led looks, including wide-leg and bootcut fits, alongside shirts, hoodies and ringer tees.

Guess said the styling was intended to reflect Hyunjin’s individuality while signalling a broader evolution in the brand’s image.

The campaign launched globally on 27 March, with featured products available through Guess Jeans Melrose, Guess Jeans Tokyo, selected Guess and Guess Jeans stores, online platforms and the brand’s official social media channels.

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