- Leni Klum has been unveiled as the face of FOREVER GUESS, the latest eyewear campaign from GUESS, transforming the brand's iconic G logo into a symbol of confidence, individuality, and self-expression.
- The campaign is a cinematic series inspired by the glamour, drama, and larger-than-life energy of 1990s soap operas, with Klum embodying four distinct female archetypes across four separate narratives.
- This marks Leni Klum's first known partnership with GUESS; her active brand portfolio currently includes an ongoing multi-year campaign deal with Italian lingerie brand Intimissimi, a collaboration she shares with her mother, Heidi Klum.
- GUESS has a long history of building careers through major campaign partnerships, previously working with Claudia Schiffer, Naomi Campbell, Anna Nicole Smith, Jennifer Lopez, and Camila Cabello, among others.
Leni Klum, 22 and daughter of supermodel Heidi Klum, has been unveiled as the face of FOREVER GUESS, the latest eyewear campaign from GUESS.
Fronting a cinematic series inspired by the glamour and drama of 1990s soap operas, Klum steps into four distinct personas: The Gossip, The Ex-Girlfriend, The Genius, and The Legend, each paired with a signature style from the FOREVER GUESS collection.
The campaign uses GUESS’s iconic G logo as a unifying emblem of personal style and confidence across every look.
This is Leni’s first campaign with the brand, a notable milestone given that her mother Heidi’s own longstanding fashion partnerships have helped shape the family’s commercial legacy. Heidi Klum, fronted a star-powered Grey Goose campaign inspired by The Devil Wears Prada.
Leni currently holds an ongoing brand deal with Intimissimi, the Italian lingerie brand she and Heidi have collaborated with since 2022.
For GUESS, this campaign follows a 2026 brand momentum push that has already seen Stray Kids’ Hyunjin named Global Brand Ambassador and Chiara Ferragni front the Spring 2026 global campaign.
The eyewear category specifically has seen fresh creative energy across fashion, as seen when Debbie Harry recently teamed with Cutler and Gross for a celebrated eyewear collaboration.
Takeaways
GUESS is clearly doubling down on a multigenerational, culturally diverse campaign strategy in 2026, from K-pop royalty to legacy fashion families.
Tapping Leni Klum for eyewear specifically is a smart move: she brings editorial credibility, a built-in audience, and just enough name recognition to feel aspirational without overshadowing the product.
The 1990s soap opera aesthetic is also a calculated call, it taps into the era’s fashion nostalgia cycle that’s been dominating runways and campaigns for the past two years.
What’s particularly interesting is GUESS using four personas within one campaign rather than one singular image; it signals the brand’s intent to speak to multiple consumer identities simultaneously, not just one “face.”
For Leni, landing a solo campaign, separate from her mother, with a heritage American brand marks a real step toward establishing her own lane.
Does this campaign finally position Leni Klum as an independent fashion force or will the Heidi Klum comparison always follow? With eyewear becoming a major brand storytelling vehicle in 2026, which model or celebrity do you think would make the most compelling campaign face next?
