The brand returns to its California roots with global ambassador Hyunjin, bringing a freer, bolder, more contemporary energy to its denim-led world.

This fall, Guess returns to its California origins, born in 1981, while opening a new chapter with Hyunjin, global ambassador and member of Stray Kids. Shot like a contemporary road movie, the new campaign draws on the brand's founding codes and brings them into the present. An iconic gas station, vintage cars, road landscapes bathed in light: the setting evokes an imagined California, free and cinematic. Then the light shifts, day gives way to night, and the images grow more intense. Between bright sunshine and a nocturnal atmosphere, the campaign creates a contrasting portrait of an America that feels both familiar and reinvented.
At the center of this vision, Hyunjin brings a singular presence. With his natural charisma and instinctive elegance, the artist moves between sophistication and ease, giving the Guess silhouettes a new energy. His immediately recognizable style enters into dialogue with the brand’s confident attitude without ever completely blending into it. Instead, he offers a more personal, more contemporary interpretation, intended for a generation that approaches the American wardrobe with new reference points.

Denim naturally remains at the heart of the story. Available in a multitude of washes, cuts, and shades, it can be worn as a total look or paired with workwear-inspired jackets, faux-leather outerwear, hoodies, and graphic T-shirts. Layering plays with textures and volumes, while denim-on-denim regains an instinctive, almost nonchalant quality. It lets Guess reconnect with its heritage while giving it a more current silhouette.
Music also electrifies the wardrobe. Several looks incorporate pieces from the Guess Jeans x The Rolling Stones collaboration, where rock-inflected graphic T-shirts and denim come together around a shared sense of attitude. The pairing naturally echoes Guess’ rebellious DNA and the musical imagination that has fueled the dialogue between fashion and popular culture for decades.

With Hyunjin, Guess seeks to bring its heritage to life in a different way. The global ambassador becomes the link between the House’s denim history and a contemporary sensibility that transforms its codes into a personal language. It is a meeting of an imagined Los Angeles, pop energy, and nonchalant elegance, where every silhouette seems ready to hit the road.
“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,” says Paul Marciano, co-founder and chief creative officer of Guess, LLC. He also highlights Hyunjin’s artistic sensibility, which brings “a new dimension” to the brand’s contemporary vision of American attitude.

Hyunjin brings a new California Cool to Guess in its latest campaign

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