Chiara Ferragni is the face of GUESS’s Spring/Summer 2026 global campaign. Photographed by the Morelli Brothers, the campaign debuts in February 2026 and features Ferragni in key pieces, including Bellflower pants, bandage dresses, and the Camden Bag. This partnership marks her high-profile fashion comeback following a legal acquittal earlier in 2026.
A Strategic Fashion Comeback
GUESS has named Chiara Ferragni the face of its SS26 campaign, photographed by acclaimed fashion photographers Luca and Alessandro Morelli (known as the Morelli Brothers). The campaign imagery, set to launch worldwide in February 2026 across print, digital, and social media platforms, presents Chiara Ferragni in a dynamic mix of black-and-white and vibrant color frames that reinterpret GUESS’s bold heritage through a modern lens.
GUESS co-founder and Chief Creative Officer Paul Marciano commented that Chiara Ferragni’s “energy, confidence, attitude, and unmistakable style” capture the brand’s vision for Spring/Summer 2026 – a collection defined by versatility, refinement, and contemporary appeal.
Key Pieces and Visual Narrative
The campaign highlights iconic GUESS pieces reimagined for today’s fashion landscape, including:
- Bellflower pants — a seasonal reinterpretation of classic denim silhouettes.
- GUESS signature bandage dresses — bringing forward the brand’s legacy of sensual yet confident design.
- The Camden Bag — positioned as the must-have accessory of the season, styled with both casual and tailored ensembles.
This visual narrative aligns with GUESS’s intent to balance timeless glamour with social-aware storytelling, aiming to resonate with a broad, global audience.
Professional Milestone After Legal Resolution
Chiara Ferragni’s role in the campaign occurs shortly after her acquittal in a high-profile legal case in Italy involving past charitable collaborations. The Milan court ruled that prosecutors failed to prove aggravated fraud, effectively clearing her in January 2026.
Following the verdict, Chiara Ferragni expressed public gratitude for GUESS’s support during a complex period, stating that the project was “more than a campaign” – it represented a meaningful restart and a reflection of who she is “today: more aware and serene.”
Legacy, Influence, and Global Reach
Chiara Ferragni first rose to international prominence through her fashion blog The Blonde Salad, launched in 2009, and later became one of the first fashion influencers to appear on a Vogue cover. Her expansive social media presence – over 28 million Instagram followers – continues to anchor her relevance in contemporary fashion culture.
Having first collaborated with GUESS almost 13 years ago, this renewed partnership bridges Ferragni’s past influence with the brand’s continued evolution. GUESS hopes the campaign will reaffirm its identity at the intersection of iconic heritage and modern cultural language.
Campaign Launch and Availability
The GUESS Spring/Summer 2026 advertising campaign will be released globally in February 2026. The full collection – including denim, tailored pieces, dresses, and accessories like the Camden Bag – will be available at GUESS stores worldwide and through the brand’s official online channels.
Images Courtesy of GUESS
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