Hyunjin, the South Korean rapper, singer and member of the K-pop group Stray Kids, is the newest global brand ambassador for Guess? Inc.
The Los Angeles-based company unveiled his inaugural worldwide campaign last week. As global ambassador for both Guess and Guess Jeans brands, Hyunjin will lead worldwide campaigns and headline key brand initiatives.
Described as a force in music, dance, and visual art, Guess?, Inc. said his “magnetic stage presence and multidimensional artistry” align with its “ethos of a fearless approach to personal style rooted in cultural impact.”
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“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,” said Nicolai Marciano, chief new business development officer of Guess?, Inc. “We believe he truly represents a new era of expression for the brand,”
Blending Hyunjin’s global influence with Guess’ legacy of American denim, the campaign introduces a refined interpretation of modern heritage. The musician sports key pieces from the Guess Jeans collection like classic denim shirts, straight-fit jeans, striped tees and denim cargo pants.
The company said the partnership “marks a defining moment in Guess’ cultural evolution.”
Hyunjin’s ambassadorship begins at a time when Guess is expanding globally. The company has strengthened its international presence through strategic retail openings in Tokyo, Amsterdam and Berlin, alongside campaigns featuring global talent and special activations that reflect the brand’s ongoing evolution.
Closer to home, the company recently celebrated the opening of the Guess Jeans flagship in Los Angeles.
