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Release Date: 2026-02-20
The Marciano by GUESS Spring '26 Campaign transports viewers to the legendary shores of Saint-Tropez, France, blending high-octane glamour with the magnetic spirit of the Côte d’Azur.
This campaign marks a sophisticated evolution for the brand, utilizing the sun-drenched landscapes of the French Riviera to showcase silhouettes that are both confident and refined.
📸 Campaign CreditsCreative Director: Paul Marciano
Photography: Denis Nemyachenko
Starring Models: * Francesca Valenti
Liza Makhu
The Spring '26 collection is defined by a "magnetic spirit" and a play on light that emphasizes the craftsmanship of the garments.
Silhouettes: The collection focuses on confident, modern silhouettes that transition from the Mediterranean shore to evening soirées.
Aesthetic: Expect the signature Marciano glamour—tailored precision, elevated fabrics, and an unmistakably contemporary edge that honors the brand's heritage while looking toward the future of the "American Dream."
Key Trends: The campaign imagery suggests a move toward versatile, refined looks that embody the independence and multifaceted nature of the modern GUESS woman.
The BTS footage captures the energy of the Saint-Tropez shoot, where the crew utilized the natural Mediterranean light to create a cinematic atmosphere.
Location: The shoot features iconic Riviera settings, moving from coastal vistas to luxury villas, echoing the 1950s "diva mood" that has long inspired the Marciano brothers.
The Vision: Creative Director Paul Marciano continues to steer the brand’s visual language toward a "cinematic world where past and present converge," a theme also seen in the parallel global campaign starring Chiara Ferragni.
The Marciano Spring '26 collection is available now. You can explore the full range and watch the campaign video through the official channels:
Official Video: Marciano Spring '26 Campaign l Saint-Tropez, France
Where to Shop: Marciano Official Site or at flagship locations in London, Milan, and New York.
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