Cover Denim campaigns, front-row appearances and beauty shoots have turned Hyunjin into a steady fixture across fashion’s luxury and commercial tiers, with brands repeatedly returning to his image for global-facing storytelling (Photo: Stephane Cardinale - Corbis/Corbis via Getty Images)
Denim campaigns, front-row appearances and beauty shoots have turned Hyunjin into a steady fixture across fashion’s luxury and commercial tiers, with brands repeatedly returning to his image for global-facing storytelling (Photo: Stephane Cardinale - Corbis/Corbis via Getty Images)
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A closer look at Stray Kids’ Hyunjin and his brand deals, from denim campaigns to high jewellery and beauty partnerships worldwide
Hyunjin of Stray Kids has become one of the most visible K-pop figures in global fashion, building a portfolio of collaborations that spans luxury houses, heritage labels and beauty. Brands continue to tap into his distinct visual identity, performance-led styling and wide youth appeal, positioning him as a reliable presence across campaigns and events. Rather than appearing as a one-off or seasonal face, Hyunjin is often integrated into longer-term brand narratives, returning across multiple activations. His work moves fluidly between denim, couture and accessories, reflecting a level of versatility that allows him to adapt to different visual codes without losing recognisability.
Read more: A look at Stray Kids’ Felix brand collaborations, from Louis Vuitton to Unicef
Guess / Guess Jeans
Guess positioned Hyunjin at the centre of its global denim push, unveiling him as a global ambassador for Guess Jeans in 2026. The campaign leaned into classic American denim codes, with studio and lifestyle imagery designed to foreground movement, simplicity and everyday wearability. The rollout followed a teaser-led reveal strategy, a common approach for building anticipation in youth-driven fashion markets.
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Versace
Versace remains the most sustained and high-profile partnership in Hyunjin’s portfolio. Appointed global brand ambassador in 2023, he has appeared in seasonal campaigns, front-row shows at Milan Fashion Week and custom stagewear tied to Stray Kids tours. The collaboration often highlights strong tailoring, baroque prints and archival references, aligning with Versace’s maximalist visual language.
Cartier
Hyunjin’s association with Cartier is centred on jewellery and high watchmaking, with appearances at brand events and editorial placements that position him within the maison’s formal luxury sphere. The work tends to emphasise minimal styling, allowing product focus to remain on fine jewellery rather than fashion layering. This aligns with Cartier’s broader ambassador strategy of pairing heritage pieces with high-visibility cultural figures.
Givenchy Beauty
Hyunjin’s collaboration with Givenchy Beauty has been primarily editorial and campaign-led within the beauty category, including features tied to magazine shoots such as Marie Claire Korea. The emphasis is on makeup and fragrance positioning rather than runway fashion, placing Hyunjin within a softer, studio-controlled visual environment compared with his couture work.
Tommy Hilfiger
Hyunjin’s link to Tommy Hilfiger comes through group ambassadorship with Stray Kids. Campaigns have focused on preppy American sportswear codes, including seasonal collections and global promotional imagery. The brand uses the group dynamic to present coordinated styling rather than individual narrative focus, which contrasts with his solo luxury partnerships.
Dior
Above Hyunjin’s front-row presence at Paris Fashion Week places him within Dior’s current menswear direction, which leans on precision and controlled design rather than overt detailing
Hyunjin’s relationship with Dior is defined by repeated high-visibility appearances. He attended Dior’s menswear show during Paris Fashion Week for the Fall/Winter 2026–2027 season, marking a notable front-row presence for the house’s contemporary menswear direction.
At the event, Hyunjin was styled in a structured, tailored look aligned with Dior’s “Aristo-youth” and modern classic aesthetic, reinforcing the brand’s focus on refined silhouettes and controlled elegance. His attendance placed him among a broader group of cultural figures invited to amplify Dior’s menswear narrative during fashion week. Beyond the show itself, Hyunjin has also been seen in Dior pieces during travel and airport styling moments, including looks featuring Dior accessories and ready-to-wear items.
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Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
