Guess is infusing the American Dream with a chic Italian sensibility. The Los Angeles based fashion giant’s Spring/Summer collection celebrates stateside staples—including wide-leg Bellflower Pants and a contouring bandage dress.
But the campaign’s new face and photography team are a thoroughly Italian affair, starring fashion influencer-turned-entrepreneur Chiara Ferragni and Milanese duo the Morelli Brothers. The siblings—who’ve previously captured campaigns for Dolce & Gabbana and Roberto Cavalli as well as striking red-carpet shots of Kylie Jenner and Hailey Bieber—employed a combination of vividly colored images (seen here) and forthcoming black-and-white photos with the goal of capturing Ferragni’s brand and personality
“A symbol of innovation, self-expression, and digital influence, Ferragni embodies a bold new chapter for Guess, one that bridges the brand’s iconic heritage with the spontaneity and vibrancy of today’s social language,” the brand said in a statement. “This campaign celebrates the dynamic evolution of the Guess brand identity: glamorous yet genuine, aspirational yet authentic, with Ferragni representing the many facets of the contemporary Guess woman.”
There’s no denying that this is part of a major rebrand for Ferragni. The social media superstar was just acquitted of fraud charges by a Milan court that were brought following her Christmas cake collaboration with Balocco. Prosecutors argued that her marketing led consumers to believe their purchase directly funded bone cancer research, when in reality, Balocco had made a fixed donation of just under $60,000 months before the campaign even started. Ferragni earned over $1.1 million from the deal, but because she’d already paid almost $4 million in fines and donations to children’s charities in the wake of the scandal, the complaint was withdrawn and the case was dismissed.
Short of a head-on address of the scandal, Ferragni didn’t shy away from the controversy in her statement about the Guess collection.
“This project was much more than a campaign: it came in a moment when I felt the need to start again, to tell my story as who I am today, a more aware and serene person,” she said. “Working with an iconic brand like Guess, which has made fashion history, made me feel welcomed and free to express all my facets. A heartfelt and well-deserved thank you goes to Paul Marciano, Guess co-founder, for the support and trust he showed me at a delicate moment of my life. The experience on set was special, and I will always carry it with me.”
Ferragni is the latest model to join a legendary roster of Guess beauties that have included Claudia Schiffer, Anna Nicole Smith, Laetita Casta, Gigi Hadid and yes, the ubiquitous Sydney Sweeney.
“We’re thrilled to have Chiara Ferragni as the face of our new campaign,” added 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, confident looks that are versatile, refined, and unmistakably contemporary.”
The Guess Spring/Summer 2026 campaign will launch globally in February 2026—the collection is available now.
