Guess? reinvents denim heritage for new generation

Guess? has launched the second drop of its Spring Summer 2026 global campaign, featuring Hyunjin as global brand ambassador. The campaign reinterprets the brand’s American denim heritage through a bolder, more expressive lens aimed at the new generation.

At the heart of the campaign is Hyunjin, whose style and stage presence convey the energy and free-spirited attitude central to Guess?’s identity of being young, timeless, and adventurous.

Korea-led creative direction highlights individuality

The campaign was developed with a Korea-led creative approach, tailoring design and styling around Hyunjin’s personality and performance energy. Denim-driven looks feature wide-leg and bootcut fits, paired with hoodies, ringer tees, and classic white T-shirts to create a minimalist yet expressive aesthetic.

Paul Marciano, Co-founder and Chief Creative Officer, Guess?, Inc.: "Hyunjin embodies the energy and free-spirited attitude of today's generation. This campaign brings a fresh sensibility to GUESS' denim heritage and marks the beginning of new momentum as we enter the brand's next chapter."

Global rollout across stores and platforms

The campaign has launched globally with products available at GUESS JEANS Melrose, GUESS JEANS Tokyo, selected GUESS and GUESS JEANS stores, as well as online platforms and official social media channels.

Stripped-down styling combined with bold visuals positions the campaign as a re-energized interpretation of Guess?’s denim identity, emphasizing both individuality and the brand’s evolving direction.

www.guess.com

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