Denim brands are in the midst of launching their fall campaigns.
Pigment-washed denim sets and a collaboration with The Rolling Stones are featured in Guess’ Fall 2026 campaign starring global brand ambassador Hyunjin of Stray Kids.
The Los Angeles-based brand unveiled the campaign on Thursday. Set against California-inspired roadside landscapes, a classic gas station and vintage cars, Guess said the K-pop star brings his personal style to the West Coast-themed campaign.
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“This campaign captures the free-spirited energy of California, where Guess began, and the denim heritage at the heart of the brand,” said Paul Marciano, Guess, LLC co-founder and chief creative officer. “Hyunjin’s distinctive style and artistic sensibility brings a fresh dimension to the modern American attitude that Guess continues to define.”
Guess named the South Korean rapper and singer the global brand ambassador for Guess? Inc. in March. Since then, Hyunjin has starred in the brand’s Spring/Summer 2026 campaigns and made a special appearance at Guess Jeans’ Melrose flagship.
Effortless style and attitude underpin the brand’s fall collection. Denim-on-denim styling and leather layers bring together the brand’s denim heritage and the season’s West Coast mood.
The campaign features denim in a range of washes and silhouettes, workwear jackets, faux-leather outerwear, hoodies and graphic tees. It also includes rock-inspired graphic tees and denim from the Guess Jeans x The Rolling Stones collaboration.
The Guess Fall 2026 campaign will roll out globally in Guess and Guess Jeans stores as well as online at guess.com and on all official social platforms.
Meanwhile, Closed celebrates denim’s longevity and durability in a fall campaign starring a multi-generational cast.
The campaign, shot by Mel Karch, is meant to emphasize how jeans can be passed down from mother to daughter, father to son.
Photographed on models spanning several generations, including a baby wearing a vintage denim jacket several sizes too big, the European brand said the images are “a quiet nod to how Closed denim is meant to be grown into.”
The campaign spotlights Closed’s signature designs like the Fly Label, the X-Pockets and the Sacrum Cut. “Instantly recognizable and deeply rooted in the brand’s identity, these elements have endured over time while continuing to feel contemporary today,” Closed stated in a press release.
The fall campaign launches on Sept. 20.
