Guess Taps Chiara Ferragni for a New Chapter in Its Spring 2026 Campaign
Guess is betting on confidence, renewal, and star power for Spring 2026, naming Chiara Ferragni the face of its new global campaign set to debut this February. Shot by Luca and Alessandro Morelli, the imagery signals a polished yet provocative return—both for the brand and for Ferragni herself.
The Italian entrepreneur and fashion figure, photographed in a mix of black-and-white and color, embodies the modern Guess woman in key pieces from the collection, including the Bellflower pants, the house’s signature bandage dress, and the Camden bag. The visuals lean into the brand’s legacy of bold femininity, reinterpreted through a contemporary lens.
“From the very beginning, we felt a strong connection with Chiara,” said Paul Marciano, Guess cofounder and chief creative officer. “Her energy, confidence, and attitude perfectly reflect the spirit of Guess—modern, versatile, and full of personality.”
For Ferragni, the collaboration marks a meaningful return. Having first worked with Guess more than a decade ago, she described the project as both personal and timely—a chance to step back into the spotlight with clarity and self-assurance. The campaign reflects a more grounded version of her public image: confident, composed, and consciously evolving.
Guess framed the partnership as a shared new phase, underscoring its continued commitment to bold femininity and self-expression as the company enters a new chapter of its own. With Ferragni front and center, the Spring 2026 campaign positions itself as a statement of resilience and reinvention—delivered with the unmistakable glamour that has long defined the Guess aesthetic.
