GUESS is leaning into a younger, more global identity as it rolls out the second phase of its Spring/Summer 2026 campaign, anchored by K-pop star Hyunjin in a push to redefine its denim legacy for a new generation.

The Los Angeles-based brand Guess?, Inc. unveiled the campaign globally March 27, positioning Hyunjin as the face of a shift away from nostalgia and toward a sharper, more expressive aesthetic aimed at younger consumers.

The campaign centers on simplicity and attitude. Hyunjin appears in stripped-down looks built around denim and white T-shirts, with styling that blends wide-leg and bootcut silhouettes alongside hoodies, shirts and ringer tees. The approach signals a recalibration of the brand’s long-standing identity, one that leans less on archival Americana and more on individuality and global influence.

Paul Marciano, co-founder and chief creative officer, said the collaboration reflects a broader reset for the company.

“Hyunjin embodies the energy and free-spirited attitude of today’s generation,” Marciano said. “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.”

That “next chapter” is increasingly shaped outside the United States. The campaign was developed through a Korea-led creative direction tailored specifically to Hyunjin, marking a notable shift in how GUESS builds its global imagery. Rather than adapting a Western concept for international markets, the brand reversed the process by designing the campaign around a global pop figure whose influence extends across music, fashion and digital culture.

Hyunjin, best known as a member of Stray Kids, has become a prominent figure in fashion through his stage presence and personal style. His involvement reflects a growing pattern of luxury and contemporary brands turning to K-pop artists to connect with younger audiences and expand reach in Asia and beyond.

In the campaign, that influence is expressed through restraint rather than spectacle. The visuals emphasize minimalism, with clean backdrops and a focus on silhouette and movement. GUESS’ signature denim remains central, but it is reframed through looser cuts and relaxed layering that align with current streetwear trends.

The rollout will extend across flagship locations including GUESS JEANS stores in Melrose and Tokyo, as well as select retail outlets and online platforms worldwide. The company said the collection will also be promoted through its official social media channels, underscoring the importance of digital platforms in reaching its target audience.

Founded in 1981, GUESS built its reputation on a distinctly American image rooted in denim and youthful rebellion. In recent years, however, the brand has faced increasing competition from fast-fashion retailers and digitally native labels, prompting efforts to modernize its identity and appeal.

The Hyunjin campaign represents one of its most visible attempts to reposition itself within that landscape. By aligning with a global pop figure and shifting creative control toward international influences, GUESS is signaling a broader transformation in how it defines both its audience and its aesthetic.

For Hyunjin, the partnership adds another dimension to a career that continues to expand beyond music into fashion and visual art. For GUESS, it is a calculated step toward staying relevant in an industry where cultural influence moves quickly and often across borders.

Whether the strategy resonates with consumers will likely depend on how successfully the brand can balance its heritage with the evolving tastes of a new generation now shaping the global fashion conversation.