Stray Kids member Hyunjin has been named GUESS’ latest Global Brand Ambassador. The company announced the news on Friday morning (March 6) along with a worldwide campaign featuring the K-pop superstar in a variety of looks.
Three days after launching a teaser campaign in which the musician’s face was slyly hidden and glimpsed only in fleeting shots amid a rumble of drums and the cryptic caption “Stays in GUESS JEANS — 3.6.26,” which sent fans into a guessing frenzy, the official ad featuring Hyunjin dropped on Instagram on Friday morning (March 6). You can shop the star’s look here.
In it, the singer poses in a jean jacket and denim pant combo on a couch, stares longingly into the camera and strikes some contemplative model poses to the accompaniment of the jazzy soundtrack. The company also posted a second look at the campaign with a series of photos of Hyunjin wearing pieces from GUESS’ interpretation of a “Modern Heritage” look, including classic denim shirts, straight-fit jeans, striped T-shirts and denim cargo pants as part of the GUESS JEANS collection.
“Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art,” said Paul Marciano, co-founder/chief creative office of Guess? Inc. in a statement. “His sense of style, confidence and global influence make Hyunjin an amazing addition to the GUESS Family.”
As a global ambassador for both the GUESS and GUESS JEANS brands, Hyunjin will lead worldwide campaigns and headline key brand initiatives, according to a release, which noted that the collection he’s featured in will be available at the new GUESS JEANS flagship store on Melrose Ave. in Los Angeles and online here, as well as select worldwide GUESS stores beginning today.
“We’re excited to welcome Hyunjin to the family. Music and culture have always shaped my perspective on fashion, and Hyunjin is a highly talented artist. We believe he truly represents a new era of expression for the brand,” added Guess? Inc.’s chief new business development officer Nicolai Marciano.
Check out pictures from Hyunjin’s GUESS campaign here.
