Chiara Ferragni’s first stop on her comeback tour is Guess.
On Wednesday, the Los Angeles-based brand debuted its Spring/Summer 2026 global campaign starring the Italian global entrepreneur and fashion influencer who rose to social media fame in the 2010s with her blog, The Blonde Salad.
Guess first worked with Ferragni almost 13 years ago.
“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 stated in a release. “Working with an iconic brand like Guess, which has made fashion history, made me feel welcomed and free to express all my facets.”
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The campaign, photographed by Morelli Brothers, launches just one week after Ferragni was cleared of aggravated fraud in Italy.
In 2023, Italy’s competition authority, AGCM, claimed Ferragni allegedly misled consumers into thinking that by buying a Ferragni-branded Christmas cake they were contributing to a charity for a children’s hospital in Italy. Ferragni allegedly received 1 million euros for her partnership with the cake brand Balocco.
“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,” Ferragni added.
Guess said Ferragni embodies a bold new chapter for the brand—one that bridges the “brand’s iconic heritage with the spontaneity and vibrancy of today’s social language.”
“We’re thrilled to have Chiara Ferragni as the face of our new campaign,” Marciano said. “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.”
Guess said the Spring/Summer 2026 collection “reimagines the American Dream through a modern, forward-looking perspective.” Key pieces include wide-leg Bellflower jeans, bandage dresses and Camden bag. Guess said collection offers iconic brand elements “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.”
