GUESS, the U.S. clothing company recently acquired by Authentic Brands Group (ABG), has partnered with Marilyn’s estate on a new collection, launching this week at MUDEC Photo in Milan alongside Marilyn Monroe: Beyond the Icon, an exhibition featuring images by some of her best-known photographers, including Milton Greene, Sam Shaw, and Bruno Bernard.
“On the occasion of Milan Design Week 2026 and the centenary of the birth of one of the most emblematic figures in pop culture, GUESS renews its presence in the spaces of MUDEC Photo with a photographic exhibition dedicated to Marilyn Monroe. Suspended between photography, cinema and visual culture, the exhibition explores the evolution and construction of a myth …
Created by GUESS, the project is rooted in the brand’s history, celebrating its identity with Marilyn, a muse since the launch of the first pair of jeans dedicated to her, until she became an integral part of the brand’s creative DNA. It represents an opportunity to closely observe an aesthetic legacy capable of transcending time.
The brand’s iconic shots, characterised by a sensual, strong, and cinematic femininity, find in the figure of Marilyn not only an aesthetic reference, but a true visual and cultural matrix. Over the years, GUESS has reinterpreted this imagery through its campaigns, helping to keep it alive and translating it into a contemporary language.
On the occasion of the exhibition, this dialogue is renewed through the preview presentation of the Marilyn Capsule by GUESS, a collection that is born from this iconic legacy and reinterprets its aesthetic codes in a contemporary key, between heritage and current affairs, demonstrating how the allure of old Hollywood continues to redefine and inspire the contemporary imagination and the visual language of the brand.”
In addition to the three photographers mentioned above, I noticed some images usually credited to others, such as Frank Powolny.
The photographs are accompanied by quotations. However the quote shown below (at left) is a well-known Monroe misquote. ‘Well-behaved women rarely make history’ is paraphrased from a 1976 essay by historian Laurel Thatcher Ulrich.
The source of the quote shown above right is unclear: ‘Courage is an alive, present asset we have to cultivate with joy.’ And below, another misattributed quote from the GUESS website: it wasn’t Marilyn, but psychedelic guru Dr Timothy Leary who said this: ‘Women who seek to be equal with men lack ambition.’
Past GUESS campaigns where top models from Eva Herzigova to Anna Nicole Smith emulated Marilyn’s bombshell style are also referenced.
The exhibition features a showcase for the Marilyn Collection…
“In the early 1980s, GUESS?, Inc. tapped into that enduring appeal with its now-famous ‘Marilyn’ 3-zip jean—an homage to Monroe that reflected a shift in fashion at the time. Denim, once considered purely practical, was being reimagined as something sleek, form-fitting, and undeniably glamorous.
Drawing from Monroe’s most recognisable looks, the collection features pieces inspired by halter-neck dresses, bustier tops, cropped jackets, and capri pants. The latter, which first rose to popularity in the late 1940s and early 1950s, became synonymous with jet-set sophistication thanks in part to stars like Audrey Hepburn, Sophia Loren, and Monroe herself.
Updated silhouettes blend that Golden Age influence with a contemporary edge—think cinched waists, feminine tailoring, and relaxed pieces like graphic tees and cropped denim jackets. Vintage-inspired details, including polka dots, cherry prints, and classic patterns, add a playful yet confident energy that connects past and present.”
– Lauren Anderson, Parade
GUESS founder Paul Marciano was reportedly inspired by The Misfits when he created ‘the Marilyn jean‘ in 1981. From the Marilyn Collection, these skinny jeans are available in blue, white or black/white polkadot for £105.
And if you’re doubling up, this denim jacket (£210) is decorated with a Bruno Bernard image on the back.
From her early modelling days as Norma Jeane through to Hollywood stardom, Marilyn always kept several pairs of checked trousers in her personal wardrobe. These gingham capri pants (£70) are available in black, red or pink; and a matching corset top costs £60.
Plain blouses were also among her style staples, similar to this slim-fit white shirt for £70; and a selection of gingham bow shirts in pink, red or black, for £85.
This black/white polkadot mini dress (£140) recalls the white halterneck dress worn by Marilyn when she was honoured at the Chinese Theatre in 1953.
From the subway grate in The Seven Year Itch to Milton Greene’s ballerina sitting, white flowing dresses will always be connected with Marilyn – and GUESS pays tribute with this bustier mini dress (£120.)
Inspired by Marilyn’s ‘cherry dress’ from The Misfits, this halterneck mini dress (£95) is also available in black/cherry and black/white polkadot. A halterneck top (£60) is also available in white, plus cherry and polkadot prints, while corset tops (£60) are available in white, plus cherry and gingham prints.
A cherry-print swimsuit (£85) is available in black or white, and there’s also a GUESS beach bag with cherry tie (£85.)
Shown above, T-shirts featuring images by Sam Shaw with grey, yellow, brown and green backgrounds (left); black and pink (centre); or black and white (right), are all available at £45. And finally, the T-shirt shown below in black or white (£45), features a Frank Powolny photo accompanied by a genuine, if abbreviated, Monroeism: “I’m personally opposed to a deep tan because I like to feel blonde all over.”
The Marilyn Report 