Guess Taps Chiara Ferragni for Spring 2026 Ad Campaign
- Luisa Zargani
- Jan 21
- 3 min read
Ferragni was photographed by the Morelli Brothers and the images will bow globally in February.
Chiara Ferragni fronting the Guess spring 2026 campaign. courtesy image
MILAN — Chiara Ferragni is back at work.
On Wednesday, Guess Inc. revealed that Ferragni will front the spring 2026 global advertising campaign, photographed by Luca and Alessandro Morelli — aka the Morelli Brothers — to be launched in February.
Paul Marciano, cofounder and chief creative officer of Guess, enthused about working with Ferragni. “From the very beginning, we felt a strong connection with Chiara, her energy, confidence, attitude and of course her beauty were right for Guess,” he said.
Marciano added that Ferragni “represents a woman who believes in herself and moves forward with strength, and that spirit comes through naturally in the [spring] collection: modern, versatile and full of personality.”
Chiara Ferragni fronting the Guess spring 2026 campaign.
Ferragni first collaborated with Guess 13 years ago and said it was “a total honor” to return in front of the camera for the American brand again. “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,” Ferragni said.
As reported, earlier this month a Milan court acquitted her in a trial linked to a charity initiative.
“Working with an iconic brand like Guess, which has made fashion history, made me feel welcomed and free to express all my facets,” she said. She acknowledged Marciano’s support “with a heartfelt and well-deserved thank you” for the “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.”
In a statement, Guess remarked on the new chapter for both Ferragni and the brand, which is being taken private, while continuing to celebrate “bold femininity and self-expression.”
The images alternate between black-and-white and color and Ferragni is seen wearing the brand’s Bellflower pants, its signature bandage dress, and the Camden Bag.
Chiara Ferragni fronting the Guess spring 2026 campaign.
Milan prosecutors had accused Ferragni of aggravated fraud and misleading advertising linked to the Pandoro Gate and Easter Eggs charity initiatives and during an interview with WWD after her acquittal, Ferragni teased that she was gearing up for “an important project with an international brand that believed in me.”
She admitted that before the trial she had “basically lost everything” as she had not been able to work and build her business. In April, she took control of her brand and she has been planning a new strategy for it. “I call it my imperfect rebirth. The world has changed and I realized I need to be more consistent with my image and real in what I do. After all, I started the brand in 2013, but the glitter, the pop, the pink is no longer my story,” said Ferragni, who is now 38.
“For the first time I feel free to be myself, and I want to be proud of me as a person and less of the personality.”
During the interview, she reiterated that her “error, in good faith, was to link, via communications, a commercial activity with a charity initiative and I learned the hard way it should be either one or the other.”
Ferragni in April took control of Fenice Srl, the company that operates her eponymous fashion and lifestyle brand. In addition to Fenice Srl and her namesake brand, Ferragni’s business includes TBS Crew, the company she founded in 2009 that manages her The Blonde Salad blog and activities.
One of the original first influencers, now counting 28 million followers, Ferragni over the years piled up modeling contracts with the likes of Pantene, hairstyling products company GHD, Lancôme, Pomellato, Bulgari, Hublot, Oreo and Nespresso.
Guess is going through major changes as, in August, Jamie Salter, the founder and chief executive officer of Authentic Brands Group, acquired a 51 percent stake in Guess in a newly formed entity that will own and license substantially all of Guess’ intellectual property and assume the majority of Guess’ product licensing agreements. The remaining 49 percent is owned by Guess cofounders Maurice and Paul Marciano, Nicolai Marciano and Guess CEO Carlos Alberini.
Founded in 1981 in Los Angeles, Guess became famous for its slim, stonewashed jeans and marketing campaigns overseen by Paul Marciano that featured “Guess Girls,” who in the past have included the likes of Claudia Schiffer and Anna Nicole Smith. Today it operates in about 100 countries through a global retail and licensing network that includes 1,600 stores globally, of which more than 1,000 are directly managed.
In April 2024, the company acquired all the operating assets and a 50 percent interest in the intellectual property assets of New York-based fashion brand Rag & Bone.
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