Editorial Note — Soraya Alcalá
Hyunjin’s appearance at the GUESS JEANS Melrose flagship is a clear demonstration of how K‑pop continues to redefine global brand engagement. As one of the most influential visual and performance figures in Stray Kids, Hyunjin consistently drives measurable spikes in digital traffic, retail conversion and social media velocity. His presence at the Hyunjin Experience Pop‑Up aligns with the group’s dominant global metrics: multi‑million album sales, record‑breaking pre‑orders, and sustained chart performance across the U.S., Europe and Asia.
For GUESS, this activation is not just a campaign — it is a strategic cultural moment. The visual takeover, the experiential installations and the citywide billboard rollout reflect the scale of Hyunjin’s influence. The result is a hybrid model of fashion, storytelling and community that resonates far beyond Los Angeles, reinforcing the global impact of Stray Kids and the precision with which K‑pop continues to shape international markets.
© Soraya Alcalá · Original Editorial Note
Hyunjin of Stray Kids makes a high‑impact appearance at the GUESS JEANS Melrose flagship, elevating the brand’s global campaign with record‑breaking fan engagement
West Hollywood, CA—
Ahead of GUESS opening its doors for the Hyunjin Experience Pop-Up at the GUESS JEANS Flagship Store in Los Angeles, global K-pop star Hyunjin kicked off the weekend with a special appearance at the Melrose Avenue location, celebrating the brand’s global partnership through an immersive experience that brought together fashion, music and community.
Held on Thursday, June 4, 2026, the activation welcomed Hyunjin, Global Brand Ambassador for GUESS and member of the globally acclaimed K-pop group Stray Kids for a special two-hour appearance at the Melrose flagship. Inspired by the visual identity and creative direction of Hyunjin’s inaugural worldwide campaign for GUESS, the event continued the brand’s evolving vision of retail as a platform for storytelling, cultural connection and self-expression.
Hyunjin attended the event wearing the GUESS JEANS Regular Long Sleeve Denim Shirt in Medium Wash, paired with a White Rib Tank Top and the Relaxed Heritage Jeans in Medium Wash.
Ahead of the event, a dedicated billboard installation above the store and large-format LED campaign visuals launched across the exterior façade, creating a prominent visual takeover at the intersection of Melrose Avenue and San Vicente Boulevard. Inside, a dedicated signing wall served as both a live moment during Hyunjin’s visit and a lasting fan touchpoint. Extending the campaign’s reach beyond the flagship location, the brand also launched a citywide out-of-home advertising takeover, featuring Hyunjin’s campaign imagery across six prominent billboard placements throughout Los Angeles
Following Hyunjin’s departure, the space opened fully to the public, allowing visitors to experience the installation and activities throughout the weekend.
The flagship itself is transformed into a layered experiential environment. Outside, the store’s patio and surrounding street corner features custom neon signage, bus stop-inspired seating installations, and a vintage-inspired phone booth installation that invites guests to leave recorded video messages for Hyunjin through an integrated camera system. A concession-style merchandise stand offers exclusive GUESS products, available exclusively during the event weekend.
Additional experiences include a custom photo strip booth inspired by the campaign imagery, a claw machine featuring collectible denim-inspired prizes, and complimentary campaign catalogues available while supplies last.
Guests who purchase any item over the duration of the pop-up will receive a shopping bag with Hyunjin’s campaign imagery across it, a limited-edition catalog filled with images from the campaign as well as an exclusive keychain. There will also be various customization experiences available inclusive of customized laser graphics to be used across any denim item. Heat-press applications and custom patch detailing will be available across tees, sweatshirts and additional apparel pieces.
Exclusive concession-style merchandise launches during the event included limited-edition slim tees, logo vests, caps, bandanas and collectible accessories featuring campaign-specific branding and graphics inspired by the original shoot imagery. Additional collectible items include tattoo stickers, water bottles, hair accessories and limited-edition packaging.
Certain items that are available at the GUESS JEANS Melrose Flagship will also be available at the GUESS Store on Beverly Drive in Beverly Hills. Select items will also become available in select GUESS stores in North America and the brands ecom site, come early July.
The event reflects GUESS’ continued commitment to cultural experiences that moved beyond traditional retail, positioning the Melrose flagship as a destination for creativity, community and collaboration while reinforcing the next era of GUESS under the global vision of Nicolai Marciano.
