The streets of West Hollywood’s iconic Melrose Avenue were transformed into a vibrant sea of fans as Stray Kids’ Hyunjin made a highly anticipated special appearance at the GUESS JEANS Melrose flagship store. The global K-pop star and GUESS Global Brand Ambassador drew massive crowds, turning a routine retail activation into one of the most talked-about celebrity events of the week, trending heavily across the United States and worldwide.
Announced just days prior, the event celebrating Hyunjin’s Spring/Summer 2026 denim campaign quickly generated unbelievable buzz. Fans began gathering early, with some camping overnight, leading to long lines snaking down San Vicente Boulevard by early morning on June 4.
Reports described hundreds of dedicated STAYs (the fandom name for Stray Kids supporters) lining the streets, eager for even a glimpse of the multifaceted artist known for his striking visuals, dance prowess, and creative talents.
LA #게스 앞에서 #현진 을 기다리는 팬들이 어마어마해
— 셀패진 (@celebfashionmag) June 4, 2026
There are a huge number of fans waiting for #Hyunjin in front of LA @Guess pic.twitter.com/62lEX8XOGh
GUESS proved well-prepared for the overwhelming turnout. Staff efficiently managed the crowds, providing water to those waiting in line amid the Los Angeles heat and maintaining strong organization throughout the chaotic yet celebratory atmosphere. The brand’s thoughtful hospitality was widely praised by attendees, who noted the respectful and fan-friendly approach to the high-energy gathering.
Hyunjin giving Stays a whole show through the window 🫠
— Hyunjin 현진 Central (@HHJCentral) June 4, 2026
HYUNJIN AT GUESS JEANS#HYUNJIN_GUESSJeansMelrose pic.twitter.com/nrG9iYWnjS
Inside the store, Hyunjin delivered memorable fan service, taking time to connect with supporters despite the frenzy. Videos and eyewitness accounts highlighted his warmth and professionalism—he greeted fans from his vehicle, sent kisses, waved enthusiastically, and made sure to acknowledge the crowd even during departures.
While the massive turnout created significant energy, Hyunjin embraced every moment, treating the experience like a royal welcome orchestrated by the GUESS team.
GUESS co-founder and Chief Creative Officer Paul Marciano, who posed for photos with Hyunjin and shared epic content from the event on social media. Marciano’s son, Nicolai Marciano (Chief New Business Development Officer), was also present, underscoring the brand’s deep investment in the partnership. Paul Marciano had previously expressed excitement about meeting Hyunjin in person, calling the collaboration a perfect fit for the brand’s evolution.
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| Paul Marciano Instagram Account |
The event celebrated Hyunjin’s role as Global Brand Ambassador for both GUESS and GUESS JEANS. His campaign, which launched earlier in 2026, features standout denim looks available at the Melrose flagship, online, and select stores worldwide. The pop-up also offered exclusive denim laser customization services, further enhancing the experiential draw.
Social media was ablaze with reactions, fan videos, and professional coverage from local outlets like WeHo Times and LA Gossip TV, which captured the scale of the crowds and Hyunjin’s commanding presence in head-to-toe denim. The event not only boosted visibility for the new collection but also reinforced Hyunjin’s status as a global fashion and cultural icon.
The collection remains available for fans to experience the “Move like Hyunjin” energy firsthand. For those who missed the in-person magic, the memories—and the denim—will undoubtedly live on.