Guess unveils fall 2026 campaign with Stray Kids' Hyunjin as global ambassador

American brand Guess has presented its fall 2026 campaign, featuring Hyunjin, a member of k-pop group Stray Kids, as global ambassador. The campaign returns to the brand's Californian roots, where Guess was founded in 1981.

Shot against backdrops inspired by California's roads, from a classic gas station to vintage cars, the campaign plays on the contrast between daytime and nighttime scenes. Hyunjin wears washed denim pieces, workwear-inspired jackets, faux-leather outerwear, hoodies and graphic T-shirts throughout.

Some looks include pieces from the collaboration between Guess Jeans and The Rolling Stones, featuring graphic-print T-shirts and denim pieces.

"This campaign captures the free-spirited energy of California, the birthplace of Guess, along with the denim heritage that is core to the brand's DNA," said Paul Marciano, co-founder and chief creative officer of Guess, LLC. "Hyunjin's distinctive style and artistic sensibility bring a new dimension to this vision of contemporary American attitude that Guess continues to shape."