GUESS unveils its Fall 2026 campaign featuring global brand ambassador and K-Pop superstar Hyunjin of Stray Kids. The campaign pays homage to the brand’s California roots—established in 1981—while offering a contemporary reinterpretation of the quintessential American spirit of freedom and independence.
Set against a backdrop of endless California highways, a classic gas station, and vintage American cars, the campaign captures a mood that is both expressive and effortless. The imagery transitions from day to night, contrasting sun-drenched scenes with atmospheric settings after dark—a juxtaposition that reflects the timeless style and confident attitude at the heart of the brand.
As global brand ambassador, Hyunjin brings his unique presence to the Fall 2026 collection. His blend of charisma and fashion sensibility infuses the brand with a fresh, modern energy while underscoring the confident, adventurous spirit of GUESS.
In the campaign, the K-Pop star showcases pigment-dyed denim sets, jeans in a wide range of washes and cuts, workwear jackets, leather-look outerwear, hoodies, and graphic tees. Casual denim-on-denim ensembles and leather layering merge the brand’s denim heritage with the season’s California vibes, presenting a modern take on effortless autumn style.
Some of the outfits also incorporate pieces from the exclusive GUESS JEANS × The Rolling Stones collaboration. Rock-inspired graphic tees and denim pieces exude a rebellious energy where music and fashion merge, uniting the iconic attitudes of both legendary names. As a global brand ambassador, Hyunjin interprets GUESS’s originality and denim DNA through his own creative lens, bringing the laid-back, distinctive GUESS lifestyle to life for a whole new generation.
„This campaign perfectly captures the free spirit of California—the birthplace of GUESS—and our deep-rooted denim heritage,“ explains Paul Marciano, Co-Founder and Chief Creative Officer of GUESS, LLC. „Hyunjin’s distinctive style and artistic sensibility add a fresh, new dimension to the modern American lifestyle that continues to define GUESS.“
