Stray Kids' Hyunjin has been revealed as the global ambassador in GUESS's new campaign visuals.

In this project, GUESS modernly reinterpreted American denim heritage, presenting a powerful image that reflects the sensibilities and attitudes of the younger generation. The brand is proposing a new direction with vivid and expressive energy that goes beyond traditional conventions.

At the center of the campaign is Hyunjin. Based on his unique style and stage presence, Hyunjin expressed GUESS's brand philosophy of 'Young, Timeless, Adventurous' from a fresh perspective. The design and styling of this campaign were all conducted in Korea, adding significance to the project.

Based on a marketing strategy analyzing Hyunjin's individuality and stage image, the styling and collection centered around denim were completed. The traditional combination of a white T-shirt and jeans was reinterpreted with Hyunjin's own vibe, and various items such as wide denim, bootcut denim, shirts, hoodies, and ringer T-shirts were combined to newly express GUESS's denim identity.

Paul Marciano, co-founder and chief creative officer of GUESS, said, "Hyunjin symbolizes the free energy and challenging attitude of today's generation. This campaign adds a new sensibility to GUESS's denim heritage and will be the starting point for the brand's next chapter."

The GUESS campaign featuring Stray Kids' Hyunjin will be gradually released from March 27 at GUESS stores worldwide, online malls, and official social channels.