Guess Inc has launched its new Spring/Summer 2026 global advertising campaign with global entrepreneur and fashion icon Chiara Ferragni. Captured through the unmistakable cinematic lens of the renowned Morelli Brothers, the campaign brings this vision to life with refined intensity and contemporary allure.
The campaign arrives as Guess reports a 7 per cent Y-o-Y revenue increase in its most recent fiscal quarter, reaching $791.4 million, boosted by strong wholesale performance in the Americas and Europe.
Reclaiming ‘IT’ status with heritage and innovation
The SS26 collection centers on a ‘refined dialogue’ between iconic West Coast heritage and modern silhouettes. Captured by the Morelli Brothers, the imagery alternates between classic black-and-white and saturated color. A focal point of the expansion is the Camden Bag, positioned to capture the burgeoning demand in the global accessories market. By reintroducing archival staples like the Bellflower Pants and the iconic bandage dress alongside elevated tailoring, Guess aims to bridge the gap between its heritage consumers and the digital-native Gen Z demographic.
Navigating volatility through portfolio diversification
Despite revenue growth, the brand faces a complex industrial climate characterized by 8 per cent sales declines in Asia and rising operational costs. To counter these headwinds, Guess is executing a dual-pronged strategy: integrating its newly acquired Rag & Bone assets to capture the high-end contemporary market and implementing AI-driven forecasting to reduce markdowns. This operational pivot is essential as the company targets double-digit operating margins, leveraging Ferragni's massive digital influence to drive conversion across its 1,058 directly operated stores.
Guess is a vertically integrated lifestyle brand operating over 1,500 retail stores across 100 countries. Specializing in premium denim, contemporary apparel, and high-margin accessories, the firm recently expanded its portfolio by acquiring rag & bone. Its current growth strategy focuses on digital modernization and optimizing retail productivity to sustain its multi-billion-dollar revenue trajectory.
