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GUESS? announced global entrepreneur and fashion icon, Chiara Ferragni, as the face of its Spring/Summer 2026 global advertising campaign. The campaign was captured through the cinematic lens of the renowned Morelli Brothers.

A symbol of innovation, self-expression, and digital influence, Ferragni embodies a bold new chapter for GUESS. One that bridges the brand’s iconic heritage with the spontaneity and vibrancy of today’s social language. This campaign celebrates the dynamic evolution of the GUESS brand identity: glamorous yet genuine, aspirational yet authentic, with Ferragni representing the many facets of the contemporary GUESS woman.

Honoring the brand’s legacy while embracing its future, the campaign unfolds as a refined dialogue between past and present. Alternating between black-and-white and vivid color, the campaign imagery evokes the atmosphere of GUESS’s legendary campaigns while reinterpreting them through a modern, social-first lens.

The result is a series of striking portraits that perfectly captures both Ferragni’s versatility; sophisticated yet spontaneous, confident yet effortlessly cool, and mirroring the duality of both the collection and the women who wear it.

“We’re thrilled to have Chiara Ferragni as the face of our new campaign,” says Paul Marciano, Co-founder and Chief Creative Officer of GUESS?, Inc. “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.”

Rooted in the GUESS legacy, the Spring/Summer 2026 collection reimagines the American Dream through a modern, forward-looking perspective. Iconic brand elements are reinterpreted with new confidence, inspired by the bold spirit of the Texan cowboy and the allure of wide-open landscapes, transformed into a narrative of femininity, independence, and self-expression.

Standout pieces of the season include the return of the Bellflower Pants and the iconic bandage dress—symbols of sensuality, strength, and the unmistakable glamour woven into the GUESS DNA. Fresh silhouettes, elevated tailoring, and statement denim continue the brand’s evolution from its West Coast roots to the pulse of contemporary runways.

At the heart of the collection is the Camden Bag, already Chiara Ferragni’s new obsession and destined to become the “IT” accessory of Spring/Summer 2026. More than a handbag, the Camden bag embodies the essence of GUESS: bold, versatile, and timelessly chic. Its sculptured silhouette, luxurious texture, and refined detailing give it a presence that is both modern and enduring. Ferragni gravitated to the bag instantly, styling it across campaign looks like an extension of her own personal aesthetic. Whether paired with denim, tailored or evening silhouettes, the Camden Bag elevates every outfit with quiet confidence. For Ferragni, it has become the season’s must-have piece, an accessory she describes as “the perfect blend of attitude, elegance, and everyday ease.”

With more than a decade of influence that has reshaped the global fashion landscape, Chiara Ferragni continues to stand as a powerful voice for creativity, connection, and self-expression. Her entrepreneurial spirit and personal style have inspired millions around the world to embrace confidence in every form.

In the GUESS Spring/Summer 2026 campaign, Ferragni channels that same spirit of authenticity, with each look revealing a different facet of her identity—a celebration of the modern woman who defines her own path.

“It is a total honor for me to work with GUESS again almost 13 years after our first collaboration. This project was much more than a campaign: it came in a moment when I felt the need to start again, to tell my story as who I am today, a more aware and serene person. Working with an iconic brand like GUESS, which has made fashion history, made me feel welcomed and free to express all my facets. A heartfelt and well-deserved thank you goes to Paul Marciano, GUESS co-founder, for the support and trust he showed me at a delicate moment of my life. The experience on set was special, and I will always carry it with me,” said Chiara Ferragni.

Celebrated for their cinematic storytelling and refined visual language, the Morelli Brothers bring narrative intimacy to the campaign, where Ferragni’s natural energy, sensuality, and spontaneity meet the legendary appeal of GUESS imagery. By blending timeless heritage with the immediacy of today’s social language, they capture a brand that honors its roots while speaking directly to a new generation that values both glamour and authenticity.

The GUESS Spring/Summer 2026 campaign will launch globally in February 2026 across print, digital, and social media platforms. The collection is available in GUESS stores worldwide and at guess.com.

The post GUESS? – Spring 2026 Ad Campaign first appeared on Denimology.

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Cue the ’80s, a decade defined by exaggerated silhouettes, statement washes, and hybrid designs.

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Societal movements, pop culture and social media—and consumers’ efforts to unplug from it—are shaping fashion in 2026, according to Trendalytics.

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Dolce & Gabbana’s Fall/Winter 2026 menswear collection, titled ‘The Portrait of Man’, mixed tailoring, streetwear, and dramatic silhouettes.

In the Dolce & Gabbana Fall 2026 collection, portraits are not perfect – they are honest. The designers’ deconstructed the idea of the ‘put-together man’ and instead proposed men in flux, men in motion.

Consider the scene: a structured double-breasted velvet jacket layered over exaggerated ripped denim—an unexpected, almost theatrical clash of refinement and unrest.

The overall men’s runway show emphasized individual expression, contrast between tailored and casual elements. And denim served as one of those casual touchpoints.

Below you can have a look at the complete Fall 2026 runway show.

Even if the exact Fall 2026 runway denim pieces aren’t available yet, you can already shop Dolce & Gabbana men’s denim reflecting the brand’s aesthetic. Blending luxury tailoring, street energy, and Italian craftsmanship. Dolce & Gabbana for men is rightn now available to purchase on the brand’s website, at YOOX, and at Farfetch.

The post Dolce & Gabbana Fall 2026 Men’s Denim Looks first appeared on Denimology.

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The Aknvas Pre-Fall 2026 collection by designer Christian Juul Nielsen is inspired by pastoral childhood memories. Drawing from childhood summers spent with his uncle in northern Denmark.

Days on a farm, folklore play, and rugged utility reimagined with whimsical style. The overall vibe plays with contrasts between workwear fabrics and fantasy dressing. The resulting lookbook imagines a schoolgirl princess blurring the boundaries between fantasy dressing, and workwear practicality. It’s pastoral escapism with a thoroughly modern pulse, merging the innocence of dress-up with an instinct for sharp, Gen-Z–ready styling. 

And, honestly, after all the oversized, slouchy and super distressed denims we’ve seen recently, it’s actually refreshing to see some so cute denim pieces. Girlish, playful, and – yes – super cute!

Pastoral influences: The lookbook imagines countryside motifs like horses, hay, and barns as backdrops, blending practical rural references with playful fashion language.

Utility and fantasy: Satin cargo pants, knitted polos, frilly bloomers, bustier tops, and other hybrid garments suggest workwear meets theatrical dressing.

Contrast and play: Denim and striped cotton appear alongside flouncy fabrics and petticoats, creating a surprising mix of utility and spectacle.

You can shop for the current Aknvas collection on the brand’s website, at Shopbop, and at REVOLVE.

The post Aknvas – Pre-Fall 2026 Denim Is Super Cute! first appeared on Denimology.

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Also: Winter Sales, Trade Shows, and the 15-Year Milestone

This is the second issue of the DH Weekly—my new format for the weekly updates I’ve been sending out by email.

Each week, I use this space to share what I’m working on, what’s coming up, and what I think is worth paying attention to right now—across Denimhunters, my own brand Weirloom, and occasionally some of the consulting and industry work I’m involved in behind the scenes.

Some weeks are quieter than others. This one isn’t. With winter sales in full swing, trade shows stacking up across Europe, and a major Denimhunters milestone just two weeks away, there’s quite a bit to cover.

I also send these weekly updates as emails. If you want them directly in your inbox—along with links, updates, and things I’m working on—you can sign up here:

The Best Winter Sales Right Now

I’ve updated the top of the sales page with the best winter deals I’ve found, adding a few more strong sales worth checking out.

At Redcast Heritage, you can get an extra 10% off sale items with the code FINAL10—and they’ve just added Momotaro and Oni jeans. Cultizm is running its annual winter sale with discounts of up to 50%, while Benzak has jeans marked down by as much as 60%.

There are also solid winter sales at Brooklyn Clothing Co., Lost & Found, and Clutch Café, and some good deals from Tellason, DeeCee Style, Brave Star, Independence, and Those That Know.

The sales page also includes hand-picked highlights I update regularly, plus a longer list of shops and brands—organised by region and category—if you want to dig deeper.

Raw Denim Gives You Choices, Not Limitations

My first order of business this year has been sharpening how I talk about Weirloom. Not because the product has changed, but because I’d realised I hadn’t been clear enough about who the jeans are actually for.

This month, most of my attention is on the Regular Fit jeans. They’re in stock and ready to ship, and if you’ve seen any of my recent posts on Instagram without digging deeper, the key point of what I’m trying to communicate is this:

While these jeans are designed by a denimhead, they’re not made only for denimheads. You don’t need to care about fades, weaving techniques, or denim theory to appreciate a really good pair of jeans.

Something that’s become clear to me is that the way I’ve been thinking and talking about raw denim is a bit backwards:

Raw denim doesn’t limit you; it gives you options.

You can wear the jeans as they are and let them break in naturally—or you can wash them straight away and soften them up. That doesn’t ruin anything. It’s denim. Back in the days, it was workwear, for Pete’s sake. It’s meant to be washed.

If you want to see what the Regular Fits look like new, you’ll find them here.

Trade Shows: Berlin, Munich, and Copenhagen

This weekend, pretty much all of our favourite brands will be in one place: the Union showroom in Berlin. I’ll be there on Sunday—catching up with familiar faces, seeing what’s happening, and keeping an eye out for anything new that deserves a closer look.

Two weeks from now, from January 27–29, Munich Fabric Start and Bluezone take place in Munich.  I’ve just published a preview article that breaks down what’s happening at Bluezone this edition—and why it matters if you work with denim or sourcing. You can read it here.

And that same week, from January 28-30, I’ll also be exhibiting with Weirloom at Mandatory in Copenhagen. If you’re planning to be there, stop by and say hello.

15 Years of Denimhunters, Just Two Weeks Away

It’s hard to believe how time flies, but we’re now just two weeks out from Denimhunters’ 15th anniversary. I’m working on a few things to mark this milestone, some content and some activities.

To kick off the celebration, I’m working on an article that looks back over a decade and a half of running this site. What I’ve learned along the way, some of the brands that’ve meant the most to me, and how all of that eventually led to launching Weirloom last year.

The post Have We Been Thinking About Raw Denim the Wrong Way? appeared first on Denimhunters.

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