GUESS names Chiara Ferragni for Spring, Summer 2026 campaign

American clothing company GUESS?, Inc. has named Chiara Ferragni as the face of its Spring/Summer 2026 global advertising campaign, photographed by the Morelli Brothers. The campaign highlights Ferragni as a symbol of innovation, self-expression and digital influence, bridging GUESS’s heritage with contemporary social culture.

The campaign alternates between black-and-white and color imagery, evoking the brand’s iconic past while presenting a modern, social-first interpretation. The portraits showcase Ferragni’s versatility, reflecting the duality of the collection and the contemporary GUESS woman.

Paul Marciano, Co-founder and Chief Creative Officer of GUESS?, Inc.: "We're thrilled to have Chiara Ferragni as the face of our new campaign. Her energy, authenticity, and unmistakable style perfectly embody the GUESS woman and the spirit of our Spring/Summer 2026 collection, confident looks that are versatile, refined, and unmistakably contemporary."

Collection highlights and the Camden Bag

The Spring/Summer 2026 collection reimagines the American Dream with a modern perspective. Key pieces include the Bellflower Pants and the iconic bandage dress, exemplifying strength, sensuality, and glamour. Fresh silhouettes, elevated tailoring and statement denim reinforce the brand’s evolution from its West Coast roots.

The Camden Bag is positioned as the season’s standout accessory, combining boldness, versatility and timeless style. Ferragni styled the bag across campaign looks, describing it as "the perfect blend of attitude, elegance, and everyday ease."

Chiara Ferragni on collaboration

Chiara Ferragni: "It is a total honor for me to work with GUESS again almost 13 years after our first collaboration. This project was much more than a campaign: it came in a moment when I felt the need to start again, to tell my story as who I am today, a more aware and serene person. Working with an iconic brand like GUESS, which has made fashion history, made me feel welcomed and free to express all my facets."

Campaign storytelling

The Morelli Brothers provide cinematic storytelling, capturing Ferragni’s energy and authenticity while blending GUESS’s heritage with contemporary social culture. The campaign conveys a refined visual narrative that resonates with a new generation valuing glamour and authenticity.

The Spring/Summer 2026 GUESS campaign will launch globally in February 2026 across print, digital and social media platforms.

www.guess.com

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