GUESS unveils its 2026 fall campaign with Hyunjin

What happened

GUESS unveiled the photo spread for its ‘2026 Fall Campaign’ with global ambassador Hyunjin on 10 September 2026. Sports Kyunghyang reported that the campaign is grounded in the California heritage the brand was born into in 1981 and reads a free American sensibility through a modern lens.

The spread is set against roadside landscapes, a classic gas station and vintage cars, and its scenes alternate between day and night. Hyunjin wore pigment-washed denim sets, denim in a range of washes, workwear jackets, faux-leather outerwear, hoodies and graphic tees.

The collaboration collection between GUESS JEANS and the rock band The Rolling Stones is part of the campaign, pairing rock graphic tees with denim. The fall campaign rolls out from 10 September in GUESS and GUESS JEANS stores worldwide, in the online store and on the official social media channels.

Why is it trending?

This is not the first work Hyunjin and GUESS have done together. On 6 March 2026 Guess?, Inc. announced Hyunjin of Stray Kids as its newest global brand ambassador and unveiled his first worldwide campaign with it. Apparel News reported that the design and styling of the second campaign, published on 27 March, were both carried out in Korea, and a summer campaign followed on 30 April. In the half-year since the appointment, a spread has arrived each season.

Paul Marciano, GUESS co-founder and chief creative officer, said of this campaign: “This campaign captures the free energy of the California where GUESS began and the denim heritage at the centre of the brand.”

What you need to know

• Guess?, Inc. announced Hyunjin as its newest global brand ambassador on 6 March 2026.
• The first GUESS JEANS collection Hyunjin wore is anchored by classic denim shirts, straight-fit jeans, striped tees and denim cargo pants, and it went on sale from 6 March at the GUESS JEANS flagship on Melrose in Los Angeles, online at www.guess.com and at select GUESS stores worldwide.
• Apparel News reported that the design and styling of the second campaign, published on 27 March, were both carried out in Korea.
• The summer campaign arrived on 30 April, and Korea Textile News reported that GUESS ran a ‘ROOM 1981’ pop-up store in Seongsu-dong, Seoul from 24 to 26 April, which about 3,000 people visited.
• The 2026 fall campaign rolls out from 10 September in GUESS and GUESS JEANS stores worldwide, in the online store and on the official social media channels.
• The GUESS JEANS × The Rolling Stones collection takes its inspiration from the American tour The Rolling Stones played in 1978, and is made up of oversized graphic tees, vintage-washed hoodies, denim trousers, a trucker jacket, caps and a denim tote bag.
• GUESS KOREA’s official channel published Hyunjin’s first greeting as ambassador on 6 March 2026. K-Culture Radar neither downloads nor rehosts the video and links to the official upload.