GUESS is ushering in Spring 2026 with a familiar face, newly energized. The brand has named global entrepreneur and fashion icon Chiara Ferragni as the star of its new worldwide advertising campaign, photographed through the cinematic lens of the Morelli Brothers.
Shot in Lugano, Switzerland, the campaign marks a return collaboration nearly 13 years after Ferragni’s first partnership with GUESS?, Inc, and positions her at the center of what the brand calls a new chapter. The imagery blends black-and-white photography with saturated color, nodding to GUESS’ iconic heritage while reframing it for a social-first, contemporary audience.
Ferragni’s presence reflects the duality the brand is leaning into this season: glamorous yet grounded, aspirational yet authentic. Across a series of striking portraits, she channels multiple facets of the modern GUESS woman, confident, spontaneous, and effortlessly cool.
“We’re thrilled to have Chiara Ferragni as the face of our new campaign,” said Paul Marciano, co-founder and chief creative officer of GUESS. “Her energy, authenticity, and unmistakable style perfectly embody the GUESS woman and the spirit of our Spring/Summer 2026 collection.”
The Spring 2026 collection reimagines the American Dream through a modern lens, drawing inspiration from wide-open landscapes and the bold spirit of the Texan cowboy while centering femininity, independence, and self-expression. Standout pieces include the return of the Bellflower Pants, the iconic bandage dress, and elevated denim silhouettes that continue GUESS’ evolution from its West Coast roots to a global runway presence.
At the heart of the campaign is the Camden Bag, positioned as the must-have accessory of the season. With its sculpted silhouette and refined detailing, the bag appears throughout the campaign as an extension of Ferragni’s personal style, paired seamlessly with denim, tailored looks, and eveningwear.
For Ferragni, the collaboration is deeply personal. She described the project as arriving at a moment of renewal, allowing her to tell her story as she is today, more grounded and self-aware, while working with a brand she credits with shaping fashion history.
The Spring 2026 GUESS campaign will launch globally in February across print, digital, and social platforms.
REELated:
Father-son duo design MADhu, a watch that’s timeless
