On January 21, American fashion brand GUESS announced its Spring/Summer 2026 global campaign starring global entrepreneur and fashion icon Chiara Ferragni. Marking their first collaboration in approximately 13 years, the campaign is built around the image of a modern woman who confidently forges her own path with determination and independence.
A Cinematic World Where Past and Present Converge
The campaign was shot by the Morelli Brothers, known for their cinematic visual language. Blending black-and-white and color imagery, the visuals evoke GUESS’s iconic archives while reinterpreting them through a contemporary lens. Within this balance of refinement and natural ease, Chiara Ferragni’s multifaceted appeal comes sharply into focus.
Paul Marciano, co-founder of GUESS and the executive overseeing the brand’s creative direction, commented on the collaboration: “We’re thrilled to have Chiara Ferragni as the face of our new campaign. 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.”
Chiara Ferragni also shared her thoughts on the project, stating: “It is a total honor for me to work with GUESS again almost 13 years after our first collaboration. 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. Working with an iconic brand like GUESS, which has made fashion history, made me feel welcomed and free to express all my facets.”
A Contemporary Interpretation of the American Dream
The Spring/Summer 2026 collection reimagines the American Dream—an essential part of the brand’s DNA—within a modern context. Drawing inspiration from Texas cowboy spirit and vast natural landscapes, the collection elevates these influences into a narrative of femininity and independence.
Defining the season are the return of iconic pieces such as the Bellflower pants and the signature bandage dress. These are joined by new silhouettes and bold denim styles, creating a distinctive aesthetic that fuses vintage references with contemporary design.
Spotlight on the Camden Bag
A key highlight of the season is the Camden Bag. Featuring a sculptural silhouette and refined materials, the bag offers versatility across denim looks, tailored ensembles, and evening wear. Personally favored by Chiara Ferragni, the Camden Bag is poised to establish itself as the defining IT bag of Spring/Summer 2026.
Campaign Rollout and Collection Availability
The GUESS Spring/Summer 2026 campaign will launch globally from February 2026 across print, digital, and social media platforms. The collection will be released sequentially at GUESS stores worldwide and through the brand’s official online store.
Currently, GUESS operates globally with apparel and denim at its core, alongside a broad range of categories including handbags, watches, eyewear, and footwear. In April 2024, the company acquired 50 percent of the operating assets and intellectual property of New York–based fashion brand rag & bone.
As of November 1, 2025, GUESS operates 1,058 directly owned stores across Europe, North and South America, and Asia, and conducts business in approximately 100 countries worldwide through partners and distributors.
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