GUESS Unveils New Campaign with Global Ambassador Hyunjin of Stray Kids

GUESS is continuing its Spring/Summer 2026 rollout with a second campaign fronted by global ambassador Hyunjin, of Stray Kids.

The latest drop reframes the brand’s denim heritage with a more expressive, youth-driven edge, moving away from nostalgia towards something sharper and more current. Hyunjin sits at the centre, bringing his distinct style and stage presence into focus.

A Korea-led creative direction shapes the campaign, influencing both design and styling. Denim remains the core, with wide-leg and bootcut fits paired with hoodies, shirts and ringer tees. Elsewhere, stripped-back looks, often built around a white T-shirt and jeans, keep things simple, letting attitude and styling carry the shift in direction.

Marking a new chapter for the brand, check the full campaign out below and let us know your thoughts.

PHOTO CREDIT: GUESS