Guess has officially unveiled Chiara Ferragni as the face of its Spring/Summer 2026 global advertising campaign, marking a meaningful comeback for the Italian fashion entrepreneur and influencer. The brand described the collaboration as a reflection of its belief in women who create their own paths with confidence, vision, and resilience, qualities that align closely with Ferragni’s journey.
The announcement is significant, as the past few years have been challenging for Ferragni after a high-profile fraud case placed her career under intense public scrutiny. Cleared of the charges earlier this month, she is now stepping back into the global spotlight. The Guess campaign is her first major partnership since her legal clearance, making it a symbolic and strategic return to fashion globally.
Shot by the Morelli Brothers, the campaign marks a reunion between Ferragni and Guess nearly 13 years after she first fronted an ad for the brand. The visuals blend nostalgia with modernity, alternating between black-and-white imagery and bold colour photography. This approach nods to Guess’s iconic campaigns of the past while reinterpreting them through a contemporary, social-first lens.
Ferragni acknowledged her recent struggles, describing the campaign as more than a professional milestone. She shared that the project came when she felt the need to start again and present herself as she is today, more aware, grounded, and serene. Working with Guess, a brand she said had made fashion history, made her feel welcome and free to express all sides of her personality. She also expressed gratitude to Paul Marciano for his support during a delicate period in her life.
Marciano, co-founder and chief creative officer of Guess, praised Ferragni’s energy, confidence, and natural attitude, stating that she perfectly represents the modern Guess woman. According to him, her spirit is reflected throughout the SS26 collection, which is designed to be versatile, modern, and full of personality.
The campaign focuses on Ferragni and key Guess pieces, including classic denim, the returning Bellflower Pants, the bandage dress, and the Camden Bag, a silhouette the brand is positioning as its next ‘It’ bag. Overall, the SS26 campaign reimagines the American Dream through a modern perspective, blending femininity, independence, and self-expression, while opening a bold new chapter for both Guess and Chiara Ferragni.