Guess is back with a Fall 2026 campaign, hitting stores and screens September 10. The Americana brand centers the new campaign around Guess global ambassador Hyunjin, South Korean singer and member of Stray Kids. Dressed in denim-on-denim and modern outerwear, Hyunjin is photographed in the classic vintage style upon a Californian backdrop, authentic to the brand. 

The campaign marks a deeper collaboration between Guess and the K-pop idol. Hyunjin embraces the laidback attitude of the iconic denim brand while the campaign leans into his rockstar attitude. A leather bomber jacket is paired with jeans and a Rolling Stones t-shirt. It’s a look fit for the stage or fall in Los Angeles. In another look, a pigment-washed denim set is paired with a statement “USA” belt. Underneath, a faded Guess t-shirt peeks through. The campaign is a celebration of both Guess and Hyunjin, the two elevating one another’s personal aesthetics.