In a world where everything travels faster and further, remembering where you came from can be surprisingly powerful. Going global does not have to mean losing sight of home. For Fall 2026, Guess looks back to California, where the brand was founded in 1981, and brings Hyunjin of Stray Kids along for the ride. The global ambassador fronts a new campaign that reconnects the house with its American roots while looking firmly towards a new generation.
Looking homeward, after all, does not mean looking backwards. Few choices could place Guess more firmly in the present than Hyunjin, an artist who has won over an entire generation as part of Stray Kids and whose influence now extends far beyond music. His relationship with fashion has become part of that appeal, making him a natural bridge between the history Guess wants to celebrate and the global audience it continues to speak to.
California provides the perfect meeting point for both worlds. Open roads, a classic gas station and vintage cars take us straight into the visual language that has surrounded Guess for decades, while Hyunjin prevents the nostalgia from becoming too literal.
Denim inevitably takes the lead, appearing in different washes and silhouettes alongside workwear-inspired jackets, faux-fur outerwear, hoodies and graphic T-shirts. Denim-on-denim looks make the connection with the brand’s heritage impossible to miss, while selected pieces from the Guess Jeans x The Rolling Stones collaboration add another cultural reference to the mix, bringing music into a story already built around freedom and youth.
Perhaps that is what makes returning to your roots worthwhile: not recreating what worked before, but understanding why it mattered in the first place. Guess has travelled a long way from the California of 1981, and Hyunjin represents just how global its world has become. Yet this season, home remains the starting point.
