There’s a California made up of endless roads, neon signs, gas stations, and classic cars. It’s the most cinematic and rebellious version, suspended between the midday sun and the allure of the nightlife. And it is precisely here that GUESS returns for Fall 2026, rediscovering that free-spirited, nonconformist American spirit that has been part of the brand’s DNA since its founding in 1981.
Leading this new chapter is Hyunjin of Stray Kids, GUESS’s Global Brand Ambassador, who stars in a campaign that explores the brand’s heritage through a decidedly contemporary lens. Magnetic, expressive, and impossible to pigeonhole into a single persona, Hyunjin perfectly embodies the idea of a youthful, instinctive, and self-assured America.
The campaign thus moves between roadside scenes and vintage-inspired atmospheres, alternating between the warm light of day and a more nocturnal, sophisticated mood. A visual journey that seems almost straight out of a road movie and captures all that Californian spontaneity that has, over the years, become one of GUESS’s most recognizable aesthetic hallmarks. The wardrobe follows the same direction. Denim, of course, takes center stage: pigmented washes, various shades, and silhouettes are combined in denim-on-denim looks, while workwear jackets, faux-leather outerwear, hoodies, and graphic T-shirts add a more relaxed and contemporary vibe. The result is an effortless style—but one that’s anything but casual—where American heritage meets a decidedly modern sensibility.
Rounding out some of the looks are pieces from the GUESS JEANS × The Rolling Stones collaboration. Graphic T-shirts and rock-inspired denim bring an even freer and more provocative energy to the campaign, creating a dialogue between two worlds united by an iconic and deeply nonconformist attitude.
In this context, Hyunjin becomes much more than just the face of the campaign: with her personal style, she manages to shift GUESS’s aesthetic toward a new generation while keeping its original spirit intact. Her charisma shines through the various looks, shifting from a bolder attitude to a sophisticated and almost introspective vibe, demonstrating how a brand’s identity can continue to evolve without losing its roots.
For Fall 2026, GUESS has therefore chosen to look back in order to move forward: it returns to its California roots, embracing denim, rock, the street, and that sense of freedom that has always defined its aesthetic, entrusting it to the sensibility of one of the most iconic figures of the new international pop scene.
The GUESS Fall 2026 campaign featuring Hyunjin will launch globally on September 10 in GUESS and GUESS JEANS stores, online, and on the brand’s official social media channels.
[📷 Courtesy of GUESS]
