GUESS is embracing romance, rebellion, and late-’90s nostalgia for its Spring/Summer 2026 collection with a new campaign titled A Baroque Reverie.
Shot by photographer Eli Russell Linnetz and creatively directed by Nicolai Marciano, the campaign presents a cinematic interpretation of Americana infused with baroque-inspired glamour and rock ‘n’ roll sensuality. Crystal chandeliers, painted scenery, and moody lighting create a dreamlike visual world where delicate romanticism collides with edgy styling.
Womenswear takes center stage this season, with the collection balancing soft, flowing fabrics against rugged textures. Chiffon, suede, satin, and silk dominate the lineup, appearing in slip dresses, sheer layers, draped blouses, and tailored separates. Meanwhile, GUESS’ signature cracked leather receives a softer reinterpretation through crinkled finishes applied to oversized cargo trousers and structured co-ords.
Several standout pieces define the collection’s moody aesthetic, including cropped leather jackets detailed with floral appliqué, rhinestone-embellished bodysuits, and slouchy silhouettes that capture the brand’s signature effortless cool.
Accessories also play a major role in the SS26 story. The Claudia bag returns in updated finishes including metallic pink, rich brown suede, and oversized zebra print variations, adding a playful statement element to the collection’s otherwise sultry palette.
For menswear, the campaign leans into what the brand describes as a “slept-in sartorial” aesthetic. Relaxed crinkle-finished tailoring, layered separates, and leather shirt-and-tie combinations deliver a rebellious attitude rooted in vintage rock styling while maintaining a polished edge.
With A Baroque Reverie, GUESS continues exploring the intersection of nostalgia and contemporary fashion, offering a collection that feels both cinematic and wearable for the upcoming season.
The Spring/Summer 2026 collection is now available through the brand’s official website.
