Hyunjin is the newest global brand ambassador of GUESS. As a first introduction, the singer, a member of the South Korean music octet Stray Kids, lends his image to the GUESS JEANS denim line, reintroduced in 2024 with a focus on sustainable practices and industry-changing technology.
GUESS JEANS x Hyunjin: Shaping “Modern Heritage”
GUESS, the U.S. clothing manufacturer, announced Hyunjin’s appointment as ambassador on March 6. Along with the announcement, the brand presented its latest campaign for GUESS JEANS. Starring Hyunjin and titled “Modern Heritage,” the ad rollout places classic denim aesthetics and evergreen pieces center stage. In the first released images, Hyunjin models straight-fit denim, logo T-shirts, and the classic Canadian tuxedo against a minimalist backdrop.
“Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art,” said Paul Marciano, co-founder and chief creative officer of Guess Inc. “His sense of style, confidence and global influence make Hyunjin an amazing addition to the GUESS Family.”
Nicolai Marciano, Chief New Business Development Officer of GUESS and the mastermind behind the rebirth of GUESS JEANS, echoed the sentiment, emphasizing the ties between the brand, music and the broader cultural landscape. “We’re excited to welcome Hyunjin to the family. 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,” says Nicolai Marciano, Chief New Business Development Officer of Guess Inc.
Hyunjin’s appointment welcomes a new chapter for the clothing brand. The singer will front upcoming campaigns and participate in special projects. For his first campaign, GUESS JEANS has curated a special selection of items (as featured in the campaign) and set up various experiences and services around the world. In various cities around the world, including Tokyo and Los Angeles, GUESS invites clients to customize their (eligible) products with a laser-printed logo of Hyunjin, exclusively created for this campaign.
RELATED STORY
Trend Alert: Snakeskin Shoes Might Be Fashion’s Next Love Affair
With the new association, GUESS enters the denim race—a recent wave of brands partnering with cultural juggernauts to leverage their presence in a global denim market set to reach $121.76 billion by 2030. Within the last year, the norm has become for denim brands to tap into cultural moments to build momentum and measurable returns. The nature of promotional material has shifted too, increasingly combining fashion with music and entertainment.
The strategic partnership comes at a time when the Asia Pacific (APAC) region emerges as the fastest-growing market for denim. Plus, it aligns with the brand’s continuous efforts to break through the noise with purposeful collaborations and cutting-edge innovation.
Notably, the GUESS AIRWASH technology developed by Jeanologia has introduced significant improvements in denim manufacturing, substantially reducing water and energy consumption and placing GUESS as one of the brands championing sustainable practices in denim production.
GUESS new collection is now available at selected GUESS JEANS locations and online at www.guess.com. The denim laser customization service will be available for a limited time.
