Chiara Ferragni for GUESS.
LOS ANGELES, CA (LA ELEMENTS) 1/24/2026 – “It is a total honor for me to work with GUESS? again almost 13 years after our first collaboration,” says mega influencer and now mom of two, Chiara Ferragni.” “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 to 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 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.”
Just last week, LA based GUESS? Inc announced that Chiara Ferragni, the O.G. of influencers and the first to land a Vogue cover, would be the face of their Spring/Summer 2026 international advertising campaign. This campaign was shot by the renowned Morelli Brothers. Known for their signature narrative intimacy, (and also based in Los Angeles as well as Milan), they have photographed such luminaries as Brooklyn Beckham and Nicola Peltz just to name a few.
Rooted in the GUESS? legacy, the Spring/Summer 2026 collection re-imagines the American Dream through a modern, forward-looking perspective. Iconic brand elements are reinterpreted with new confidence, inspired by the bold spirit of the Texan cowboy and the allure of wide-open landscapes, transformed into a narrative of femininity, independence and self-expression.
Standout pieces of the season include the return of the Bellflower Pants and the iconic bandage dress-symbols of sensuality, strength and the unmistakable glamour woven into the GUESS DNA. Fresh silhouettes, elevated tailoring and statement denim continue the brand’s evolution from its West Coast roots to the pulse of contemporary runways.
Chiarra Ferragni in a selection from the GUESS SS26 line.
Ferragni’s new obsession, the Camden Bag, is at the heart of this collection. More than a handbag, the Camden bag embodies the essence of GUESS?: bold, versatile and timelessly chic. It’s sculptured silhouette, luxurious texture and refined detailing, give it a presence that is both modern and enduring. You will see this bag styled by Ferragni across the campaign reflecting her personal aesthetic. This bag can be used for occasions both casual and elegant. Ferragni notes the unique style of design as being, “the perfect blend of attitude, elegance and everyday ease.”
“We’re thrilled to have Chiara Ferragni as the face of ournew ampaign,” say Paul Marciano, Co-founder and Chief Creative Officer of GUESS?, Inc. “Here 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.
About GUESS?, Inc.
GUESS? Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products. GUESS? Products are distributed through branded GUESS? Stores as well as better department and specialty stores around the world. On April 2, 2024,the Company acquired all the operating assets and a 50% interest in the intellectual property assets of New York-based fashion brand rag & bone, a leader in the American fashion scene, directly operating stores in the U.S. and in the U.K. and also available in high-end boutiques, department stores and through e-commerce globally. As of November 1st, 2025, the Company directly operated 1,058 retail stores in Europe, the Americas and Asia. The Company’s partners and distributors operated 507 additional retail stores worldwide. As of November 1, 2025.the Company and its partners and distributors operated in approximately 100 countries worldwide. For more information about the Company, please visit their site.
Cover photo of Chiara Ferragni and all other photography courtesy of Luca and Alessandro Moreli
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