Hyunjin of Stray Kids Becomes the Face of GUESS JEANS
by Adriano Batista
Guess has a new global ambassador. Hyunjin, a member of Stray Kids, will front campaigns for both GUESS and GUESS JEANS starting this month. His first campaign launches March 6.
The move pairs Hyunjin’s global reach with Guess’s American denim legacy. The brand describes it as “Modern Heritage,” a way to keep classic silhouettes feeling current. Hyunjin brings more than fame to the role. He is a performer who also works in music, dance and visual art. Paul Marciano, co-founder and chief creative officer, calls him a creative force. He points to Hyunjin’s style, confidence and global influence as reasons for the partnership.
Nicolai Marciano, chief new business development officer, ties the collaboration to music and culture. Those have always shaped his vision of fashion. Hyunjin, he says, represents a new era of expression for the brand.
The campaign arrives as Guess continues expanding. The company has opened stores in Tokyo, Amsterdam and Berlin. It has worked with global talent and staged activations that keep the brand moving. The new GUESS JEANS flagship on Melrose Avenue in Los Angeles caps that momentum. It is a return to the brand’s California roots and a signal of what comes next.
The collection he wears in the campaign is available at the GUESS JEANS Melrose flagship, select GUESS JEANS stores in Europe and Asia, and online.
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