Stray Kids' Hyunjin continues to dominate the fashion world as the Global Brand Ambassador for GUESS and GUESS JEANS. Just weeks after the explosive March 6 launch, GUESS dropped the highly anticipated second chapter of its Spring/Summer 2026 "Modern Heritage" campaign on March 27 — and it's already being hailed as one of the most spectacular K-pop brand collaborations of the year.
From Tokyo flagships to the GUESS JEANS Melrose store in Los Angeles, fans are calling it a denim revolution. Hyunjin’s bold reinterpretation of classic American heritage pieces has fans and fashion insiders obsessed. If you’re searching for Hyunjin GUESS campaign, Hyunjin x GUESS sold out, or Stray Kids Modern Heritage collection, you’re not alone — the internet is exploding with the news.
What Makes the Hyunjin x GUESS Campaign So Spectacular?
GUESS officially unveiled the latest visuals on March 27, reframing its iconic denim legacy with a “bolder, more free-spirited lens.” Hyunjin stars front and center, blending timeless silhouettes with his signature edgy, expressive style.
Paul Marciano, Co-founder and Chief Creative Officer of Guess?, Inc., said: “Hyunjin embodies the energy and free-spirited attitude of today’s generation. This campaign brings a fresh sensibility to GUESS’ denim heritage and marks the beginning of new momentum.”
The campaign visuals — shot with Hyunjin in denim-on-denim looks, Western belts, and layered styling — went mega-viral instantly across Instagram, X, and TikTok.
The entire campaign smartly centers on Hyunjin—because honestly, whoever came up with that move deserves a raise—inviting fans to “Move like Hyunjin” as the collection lands in stores across Korea, Tokyo, and GUESS JEANS Melrose, with the full story available online
The first drop on March 6 already caused chaos. The yellow crewneck sweatshirt sold out globally in under 24 hours. The custom denim tote bag vanished in Japan within 30 minutes, with 100+ fans lining up before stores opened. Striped tees and denim shirts followed suit — gone in minutes on GUESS Korea, Japan, Europe, and US sites.
Now, with the March 27 second drop live, the frenzy is repeating. Items featured in the new campaign visuals are flying off shelves at:
GUESS JEANS Melrose (Los Angeles)GUESS JEANS Tokyo & Shibuya
GUESS JEANS Berlin & Amsterdam flagships
Times Square GUESS Store (Seoul)
Laser customization (engraving Hyunjin’s logo or your name on denim) remains exclusive to these four flagship stores and is booked solid for weeks.
Guess has even dedicated an entire section on its website, allowing fans to explore every fit worn by Hyunjin in the latest campaign—something that feels like a dream come true for fans, almost like scrolling through a photo dump of a work of art.
Where to Shop the Hyunjin x GUESS Collection Right Now
Online: guess.com (US), guess.co.jp (Japan), and regional sites — check the dedicated GUESS x Hyunjin section fast.In-store: Select GUESS and GUESS JEANS locations worldwide.
Pro tip: Restocks happen in waves, but popular items are still extremely limited.
