Chiara Ferragni Named the New Face of GUESS? Spring/Summer 2026 Campaign Following Legal Exoneration

Italian style icon Chiara Ferragni has been officially designated as the face of the global GUESS? advertising campaign for the Spring/Summer 2026 season, marking a transformative moment in her professional career. This high-profile appointment follows a pivotal legal victory in Milan; on January 14, 2026, the Milan Court issued an acquittal in her favor regarding charges of aggravated fraud, effectively clearing her name and restoring her public standing. This new partnership represents a significant professional renaissance for Ferragni, who previously collaborated with the iconic brand nearly thirteen years ago. Her return to GUESS? is far more than a standard commercial deal; it serves as a symbolic restoration of her status within the international fashion community after a period of intense public and legal scrutiny.

The highly anticipated campaign was captured by the acclaimed photography duo known as the Morelli Brothers, who are celebrated for their distinctive and evocative cinematic storytelling approach. Their vision for the Spring/Summer 2026 collection seamlessly integrates the classic, high-glamour aesthetic of GUESS? with contemporary digital sensibilities and modern fashion trends. The visual narrative utilizes a meticulously curated palette of both vibrant color photography and timeless black-and-white imagery to highlight the collection's inherent versatility and elegance. The global launch of the campaign is scheduled for February 2026, where it will be featured across a comprehensive multi-platform strategy including traditional print media, digital outlets, and various social media networks.

Ferragni has characterized this latest partnership as a defining moment of both personal and career-wide renewal, emphasizing her desire to move forward with greater awareness and maturity. She spoke openly about her commitment to emerging from her recent challenges as a more conscious and self-aware individual, ready to engage with her global audience in a more meaningful way. During the announcement, she expressed her profound appreciation for Paul Marciano, the co-founder and Chief Creative Officer of GUESS?, thanking him for his steadfast support and the confidence he placed in her during a particularly "delicate moment" of her life. This sense of mutual respect and loyalty is a cornerstone of the new campaign, reflecting a deep-seated bond between the entrepreneur and the legendary fashion house.

Paul Marciano commented on the collaboration by stating that Ferragni’s vibrant energy, self-assuredness, and unique sense of style perfectly capture the spirit of the upcoming collection. GUESS? is positioning this partnership as the beginning of an inspired new chapter, one that reinforces the brand's unwavering commitment to bold femininity and the power of authentic self-expression. These core values have been central to the identity of GUESS? since the Marciano brothers first established the company in Los Angeles in 1981. By choosing Ferragni as the face of the brand, the company reaffirms its heritage of working with trailblazing women who embody the spirit of the times and inspire confidence in others.

Officially announced on January 21, 2026, this collaboration stands as a significant milestone, being Ferragni’s first major commercial contract following her successful legal defense. The timing of the announcement, coming just one week after her acquittal, signals a rapid restoration of her commercial viability and serves as a strong vote of confidence from the global fashion industry. Analysts view this strategic pivot as a crucial step for both parties, as Ferragni looks to rebuild her extensive brand empire while GUESS? seeks to capitalize on the massive media attention and public interest surrounding her return to the spotlight. This partnership is expected to set the tone for her future endeavors in the luxury and lifestyle sectors.

The legal victory that paved the way for this contract was overseen by Judge Ilio Mannucci Pacini, who dismissed the "aggravating circumstances" of the fraud case after the consumer protection group Codacons withdrew its formal complaint. This resolution was reached following a comprehensive compensation agreement, through which Ferragni paid 3,400,000 euros to all involved parties to settle the matter and rectify the situation. The legal issues originally stemmed from a 2022 charity campaign involving "Pandoro Pink Christmas" cakes, an incident that had previously led to a $1.2 million fine for her companies, TBS Crew and Fenice, in December 2023 for "unfair business practices." With these legal hurdles now fully resolved and the court's final verdict in place, the Spring/Summer 2026 campaign marks a definitive fresh start and a clear path toward reputational recovery for the Italian entrepreneur.