Chiara Ferragni has secured a major fashion comeback, landing the starring role in GUESS’s Spring/Summer 2026 campaign just seven days after a Milan judge cleared her of aggravated fraud charges tied to a 2022 charity-cake promotion.
At a Glance
- The Italian influencer fronts the new campaign photographed by Luca and Alessandro Morelli
- She beat charges that she misled buyers into thinking each Pandoro cake purchase helped a Turin hospital
- GUESS praised her “authenticity” despite the recent courtroom fight
- Why it matters: The booking signals brands are willing to stand by creators who survive public scandals
The announcement, made on Wednesday, Jan. 21, caps a turbulent two-year stretch for Ferragni, who rose from fashion blogger in 2009 to become the first to grace a Vogue cover in 2015.
Campaign Reveal
Photographers Luca and Alessandro Morelli shot Ferragni in a series of sultry images for the upcoming collection.
“We’re thrilled to have Chiara Ferragni as the face of our new campaign,” Paul Marciano, GUESS Co-founder and Chief Creative Officer, said in a release obtained by News Of Los Angeles. “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.”
The executive’s praise came despite Ferragni being in court only one week earlier. The Milan Prospector’s Office had sought a one-year, eight-month sentence during a November pre-trial hearing.
Legal Victory
On Jan. 14, a judge acquitted her of all aggravated fraud counts related to the 2022 Balocco collaboration that sold limited-edition Pandoro Christmas cakes.
Boxes carried messaging that both Ferragni and Balocco “support the Regina Margherita hospital in Turin.” Italy’s Competition Authority (AGCM) later ruled the wording implied each purchase triggered a donation, when Balocco had made only a single €50,000 payment.
Ferragni was sanctioned in 2023 for allegedly misleading consumers. She responded on Instagram, calling the accusations “disproportionate and unfair” and a “communication error,” pledging to donate her €1 million Balocco fee to the hospital.
After the acquittal, she posted an emotional statement admitting she had made “a mistake” but maintained she had “corrected it” and “apologized.”
“I was at the peak of my image and my career,” she wrote. “There was neither an economic nor a common-sense reason for me to deceive anyone.”
Brand Loyalty
Ferragni publicly thanked GUESS for standing by her.
“I am deeply grateful to Guess for believing in me during such a complex period and for giving me this wonderful opportunity to restart professionally,” she wrote in an Instagram Stories post on Jan. 21.
Her gratitude underscores how quickly the fashion cycle can forgive controversy when a creator’s reach remains strong. With millions of followers, Ferragni still offers labels the blend of mainstream visibility and luxury alignment they covet.
Career Timeline
- 2009: Launches fashion blog, The Blonde Salad
- 2015: Becomes first fashion blogger to appear on Vogue cover
- 2022: Partners with Balocco on limited-edition cakes
- 2023: Sanctioned by AGCM, vows €1 million donation
- Jan. 14, 2025: Cleared of fraud charges
- Jan. 21, 2025: Named face of GUESS Spring/Summer 2026
The compressed timeline shows how swiftly fortunes can pivot in the influencer economy, where public opinion and brand partnerships can turn on a single court ruling.
Market Signal
By selecting Ferragni so soon after her legal win, GUESS is betting consumer memory is short and that her global fan base will translate into sales for the collection launching next year.
The move also reflects a broader industry willingness to rehabilitate personalities once courts rule in their favor, especially when social metrics remain robust.
Ferragni’s post-acquittal statement emphasized resilience: “I’m not speaking out of anger. I’m speaking with full awareness. With the clarity of someone who knows she faced everything without running away, without hiding, respecting both justice and silence even when it was the hardest thing to do.”
Key Takeaways
- Speedy comeback: Only seven days elapsed between courtroom clearance and campaign reveal
- Brand confidence: GUESS praises her “authenticity” despite ongoing public scrutiny
- Creator economy resilience: Large followings can outweigh recent scandals when legal risk is removed
- Strategic timing: Announcement allows Ferragni to control the narrative heading into fashion-week season
The collaboration positions both parties for renewed attention as the industry gears up for the Spring/Summer 2026 buying cycle, proving that in fashion, reinvention can be only one campaign away.
