And guess what? It was an ode to Hyunjin and his inaugural campaign for the brand.
GUESS celebrated its partnership with K-pop star Hyunjin with an immersive experience at the GUESS JEANS flagship store in Los Angeles. Titled “Hyunjin Experience Pop-Up,” the event offered activities at the convergence of fashion, entertainment and fan community.
Held on Thursday, June 4 in Melrose, the immersive experience featured a highly anticipated appearance of Hyunjin himself. The star, member of K-pop group Stray Kids, was announced as a brand ambassador for the U.S. clothing manufacturer on March 6. Since then, he has actively participated in celebrated campaigns and sold-out collaborations across the world.
Echoing his inaugural campaign for GUESS JEANS, a line reintroduced in 2024 with a focus on sustainable practices and itech innovation, Hyunjin arrived at the GUESS JEANS store dressed in a denim-on-denim fit. Hyunjin’s look combined best-selling items from the brand, including the Regular Long Sleeve Denim Shirt, Relaxed Heritage Jeans, both in a medium wash colorway and layered over the White Rib Tank Top.
Hyunjin sparked a fan frenzy
As expected from a name like Hyunjin, the event drew a large crowd outside the GUESS JEANS Melrose shop. Fans holding signs and merchandise erupted into cheers upon his arrival. Hyunjin’s stop at the pop-up lasted roughly two hours, where the singer discovered the latest GUESS JEANS offerings, interacted with the press and spent time with Paul Marciano, co-founder of GUESS, and Nicolai Marciano, Chief New Business Development Officer of GUESS, responsible for the GUESS JEANS line’s revival.
As the name suggests, everything about the Hyunjin Experience Pop-Up is a celebration of the brand’s partnership with the K-pop singer. Billboards of Hyunjin grace the store exterior and nearby locations. Inside, elements such as a signing wall where fans left messages for Hyunjin reflect GUESS’ understanding of fan culture and Hyunjin’s community. “The dedicated signing wall served as both a live moment during Hyunjin’s visit and a lasting fan touchpoint,” shared GUESS in a press statement.
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The fandom-friendly activities extended to the patio, where a photo booth allows fans to take photos and record video messages for Hyunjin. Concession-style merchandise is also available at a stand. Per GUESS, the product offering includes limited-edition slim tees, logo vests, caps, bandanas and collectible accessories with campaign-specific branding and graphics. At the stand, fans can also find collectible items like tattoo stickers, water bottles and hair accessories. Fans and customers alike will also find a claw machine featuring collectible denim-inspired prizes.
Customers who purchase items during the pop-up event (until Sunday, June 7) will be gifted an exclusive shopping bag featuring Hyunjin, a campaign catalog and a keychain. GUESS also announced customization experiences, including laser graphics (for denim items only), heat-press applications and custom patch detailing for tees, sweatshirts and other apparel pieces.
Keep scrolling to see more images from the Hyunjin Experience Pop-Up Opening.
Visit the Hyunjin Experience Pop-Up from Thursday, June 4 til Sunday, June 7, 2026. The GUESS JEANS Melrose Flagship at 8700 Melrose Avenue, Los Angeles, 90069 will be open between 11 am and 7 pm. A selection of items available at the Hyunjin Experience Pop-Up will also be available at the GUESS Store on Beverly Drive in Beverly Hills. Select items from the exclusive concession-style merchandise will be available online and in select stores across North America from early July 2026.
