Guess?, Inc, the US group now part of Authentic Brands group, has appointed Chiara Ferragni as its new face for its Spring/Summer 2026 global advertising campaign.

The choice of the global entrepreneur and fashion icon Chiara Ferragni arrives right after she was cleared from the accusations of the Pandorogate issue.

The US group explains that such a choice “reflects the brand’s longstanding commitment to the power of women who define their own path with confidence, vision, and resilience.”

“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 spring/summer 26 collection: modern, versatile, and full of personality.”

While setting a new chapter in the brand’s communication, this time shot through the lens of the renowned Morelli Brothers, the campaign brings this vision to life with refined intensity and contemporary allure.

Will the brand the brand benefit from such a choice? Obviously the blond icon’s 28 million Instagram followers supporting her throughout her difficult time guarantee an obvious significant visibility basis to gain market recognition, but many other consumers didn’t appreciate the media buzz on her controversial involvement with a charity initiative she only lent her face for, while only the Balocco sweets company had made donations. 

Let’s see what’s next for Guess? Projects and collabs with this fashion entrepreneur and influencer might reveal some true cool projects.