The Highly Speculated New GUESS Ambassador Has Been Revealed – Hyunjin From Stray Kids

For weeks, fans thought they had figured it out.

Teasers from GUESS JEANS sparked intense speculation online, with many people convinced the mysterious face behind the upcoming campaign was Stray Kids’ Hyunjin. Now, the brand has finally confirmed it. The highly anticipated campaign has been revealed and Hyunjin is officially GUESS’ new global ambassador.

Hyunjin / GUESS

Hyunjin has steadily become one of the most visible K-pop figures in the fashion industry. Over the past few years, the Stray Kids member has built an impressive portfolio of luxury partnerships as he previously became a global ambassador for Versace and later joined the French jewelry house Cartier as an official ambassador.

These collaborations have helped position Hyunjin not just as a musician, but as a rising global fashion icon.

Perfect fit for GUESS

GUESS Holdings Korea announced that Hyunjin was chosen as the brand’s newest ambassador due to his global cultural influence and fearless personal style.

According to the company, Hyunjin embodies the same philosophy GUESS has embraced for decades: expressing individuality with confidence while respecting the brand’s heritage.

Hyunjin / GUESS

Alongside the announcement, GUESS revealed its first global GUESS JEANS campaign starring Hyunjin. The campaign centers on the concept of “Modern Heritage,” reinterpreting the brand’s iconic American denim identity through a contemporary lens.

The collection features several classic GUESS staples, including:

  • Classic denim shirts
  • Straight-fit jeans
  • Striped T-shirts
  • Denim cargo pants
Hyunjin / GUESS

GUESS praises Hyunjin’s creative influence

Paul Marciano, co-founder and Chief Creative Officer of GUESS, shared his thoughts on the collaboration. He described Hyunjin as more than just a performer.

“Hyunjin is a true creative artist who moves across music, dance, and visual art,” Marciano said.
“His sense of style, confidence, and global influence make him a perfect addition to the GUESS family.”

Hyunjin has long been recognized for his distinctive visuals and artistic presence making him one of the most talked about style icons among fourth generation K-pop idols.

With this partnership, both GUESS and Hyunjin appear ready to explore a new era where heritage fashion and global pop culture meet.