GUESS?, Inc. proudly announces global entrepreneur and fashion icon Chiara Ferragni as the face of its Spring/Summer 2026 global advertising campaign, a choice that reflects the brand’s longstanding commitment to the power of women who define their own path with confidence, vision, and resilience. Captured through the unmistakable cinematic lens of the renowned Morelli Brothers, the campaign brings this vision to life with refined intensity and contemporary allure.

“We’re thrilled to have Chiara Ferragni as the face of our new GUESS campaign,” says Paul Marciano, Co-Founder and Chief Creative Officer of GUESS?, Inc. “From the very beginning, we felt a strong connection with Chiara, her energy, confidence, attitude and of course her beauty were right for GUESS. She represents a woman who believes in herself and moves forward with strength, and that spirit comes through naturally in the SS26 collection: modern, versatile, and full of personality.”