Chiara Ferragni Selected as Face of GUESS Spring 2026 Campaign

GUESS?, Inc. Introduces Chiara Ferragni as the Face of Spring 2026 Campaign

In an exciting announcement made on January 21, 2026, GUESS?, Inc. revealed global entrepreneur and fashion icon Chiara Ferragni as the new face of its Spring/Summer 2026 advertising campaign. This collaboration marks a significant milestone as it celebrates a blend of GUESS’s iconic heritage and the modern vibrancy of today’s fashion landscape.

Captured through the recognizable cinematic lens of the Morelli Brothers, the campaign reflects a harmonious dialogue between past and present. It alternates between striking black-and-white images and vivid color photography, capturing both Ferragni's multifaceted personality and the versatile essence of the GUESS brand. Chiara embodies a fresh chapter for GUESS, resonating with today’s audience while honoring the brand's longstanding legacy.

A New Era for GUESS

Chiara Ferragni, known for her innovative approach and strong digital presence, symbolizes the modern GUESS woman—bold, genuine, and aspirational. Paul Marciano, Co-founder and Chief Creative Officer of GUESS?, expressed excitement over this partnership, citing Ferragni as the perfect representation of their Spring/Summer 2026 collection. This collection reimagines the American Dream, merging iconic motifs with new interpretations inspired by the adventurous spirit of a Texan cowboy and the allure of expansive landscapes.

Among the standout pieces featured in the collection are the legendary Bellflower Pants and the iconic bandage dress—both of which express sensuality and strength while remaining true to the GUESS ethos of glamour. The collection is further complemented by fresh silhouettes, sophisticated tailoring, and bold denim choices, all of which signal GUESS's evolution from its California roots to trending contemporary fashion.

The Camden Bag: A New Essential

At the center of the collection is the Camden Bag, which has already garnered attention as Chiara Ferragni’s ‘IT’ accessory of the season. This bag isn’t just a handbag; it embodies the essence of the brand—bold, versatile, and timelessly elegant. With its sculpted shape, luxurious textures, and intricate details, the Camden Bag is destined to elevate any outfit, whether it be casual or formal. Ferragni herself describes it as “the perfect blend of attitude, elegance, and everyday ease,” showcasing its adaptability across various looks.

Ferragni's Personal Connection

Reflecting on her collaboration with GUESS, Chiara remarked, “It is a total honor for me to work with GUESS again almost 13 years after our first collaboration.” She expressed the campaign's significance as it coincided with a pivotal moment in her life, reinforcing her identity as a more conscious and serene individual. The experience enabling her to narrate her evolving story framed within the backdrop of an iconic fashion house was particularly special.

Through the campaign, the Morelli Brothers masterfully achieve a narrative intimacy that highlights Ferragni's natural energy and character. This synergy between GUESS's heritage aesthetic and Ferragni’s unique style communicates a powerful message of authenticity that resonates with a modern audience—a generation that values both luxury and realness in fashion.

Campaign Launch and Availability

The GUESS Spring/Summer 2026 global campaign is set to launch in February 2026, with promotional content appearing across various platforms, including print, digital, and social media. The new collection will be available in GUESS stores worldwide and on their official website, guess.com.

In conclusion, Chiara Ferragni's collaboration with GUESS?, Inc. offers more than just a campaign; it represents a celebratory embrace of self-expression, femininity, and modernity that reflects the spirit of contemporary fashion. This partnership not only highlights Ferragni’s impact on the fashion world but also reaffirms GUESS’s status as a leader in innovative style and design.