GUESS

GUESS is an American fashion powerhouse that has shaped global denim culture since 1981. Founded by brothers Georges, Maurice, Armand, and Paul Marciano in Los Angeles, the brand built its early reputation on form-fitting stonewashed jeans and a series of provocative black-and-white ad campaigns that made household names out of Claudia Schiffer, Eva Herzigova, and Carla Bruni. Those campaigns defined a decade and set the template for aspirational American denim marketing. Decades later, GUESS operates over 1,590 retail locations worldwide and generates $2.99 billion in annual revenue, spanning clothing, accessories, watches, eyewear, and fragrance. The denim sub-line GUESS JEANS, led by Chief New Business Development Officer Nicolai Marciano, carries the brand's heritage credentials into new territory, anchored by the 2026 flagship opening on Melrose Avenue in Los Angeles. In March 2026, GUESS named Hyunjin of Stray Kids as its newest global brand ambassador, launching the Modern Heritage campaign for GUESS JEANS. The campaign pairs timeless denim silhouettes -- straight-leg jeans, denim cargo pants, striped tees, classic shirts -- with Hyunjin's global profile as a K-pop performer, visual artist, and choreographer. "His sense of style, confidence and global influence make Hyunjin an amazing addition to the GUESS Family," said Paul Marciano. The partnership marks one of the most high-profile K-pop fashion crossovers in the brand's history, and follows GUESS' continued expansion into Tokyo, Amsterdam, and Berlin.