Stray Kids' Hyunjin Is GUESS's New Global Ambassador

Stray Kids member Hyunjin (황현진) has been named Global Brand Ambassador for GUESS, the Los Angeles-based denim giant, fronting the brand's first worldwide GUESS JEANS campaign. The announcement dropped on March 6, 2026, and the campaign imagery followed within hours.

The partnership makes Hyunjin one of the few K-pop artists to hold a global role with an American heritage denim brand, adding another major fashion house to a resume that already includes JYP Entertainment label-mate achievements in luxury fashion. It also signals GUESS's continued pivot toward global cultural tastemakers as the brand pushes deeper into international markets.

The Teaser That Had Stays Spiraling

Three days before the official reveal, GUESS dropped a cryptic teaser on social media. The clip showed only fleeting glimpses of a figure amid rolling drums, captioned simply: “Stays in GUESS JEANS, 3.6.26.” The word “Stays,” the official fandom name for Stray Kids, was not a coincidence. Fans immediately went to work. By the time the full campaign broke on March 6, the reveal felt earned.

What the "Modern Heritage" Campaign Looks Like

The campaign is built around GUESS's American denim roots, reframed through a contemporary lens. Hyunjin appears in classic denim shirts, straight-fit jeans, striped T-shirts, and denim cargo pants from the GUESS JEANS collection. The aesthetic is clean and grounded, leaning into tailored casualwear rather than high-fashion abstraction.

Paul Marciano, co-founder and Chief Creative Officer of Guess?, Inc., said in the official announcement: “Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art. His sense of style, confidence and global influence make Hyunjin an amazing addition to the GUESS Family.”

Nicolai Marciano added: “Music and culture have always shaped my perspective on fashion, and Hyunjin is a highly talented artist. We believe he truly represents a new era of expression for the brand.”

A Fashion Portfolio That Keeps Growing

This is not Hyunjin's first major fashion move. He was named a Versace ambassador in July 2023, then added Cartier to his portfolio in September 2024. The GUESS deal extends a streak that has made him one of the most commercially active Stray Kids members in the fashion space.

He is also not the first Stray Kids member to land a global fashion role in 2026. Changbin was named Autry's first global brand ambassador earlier this year, fronting the Italian-American sneaker brand's spring campaign. The group's fashion footprint is expanding on multiple fronts simultaneously.

GUESS's Global Expansion Play

The GUESS x Hyunjin partnership fits into a broader brand push. GUESS has been opening new retail locations in Tokyo, Amsterdam, and Berlin, and recently unveiled a GUESS JEANS flagship on Melrose Avenue in Los Angeles, framed as a return to the brand's California roots. Attaching Hyunjin to a global campaign gives that expansion a cultural anchor that speaks directly to target markets in Asia and among younger global consumers.

The GUESS JEANS collection featuring Hyunjin is available now at the Melrose flagship, online at guess.com, and at select GUESS stores worldwide. The group's 2026 world tour will likely keep his profile elevated throughout the campaign rollout.