Joseph Ribkoff announces next global move fronted by Elizabeth Hurley

With nearly 70 years of heritage, Joseph Ribkoff was founded in Montreal in 1957, going on to become a globally recognised womenswear brand, available in more than 65 countries. It is celebrated for exceptional fit, effortless class and style, designing clothing that walks with women through life. Jospeh Ribkoff Collection, Joseph Ribkoff SPORT and Joseph Ribkoff Signature are a few collections the brand has to offer.

This new chapter is a key milestone for Joseph Ribkoff as the new digital flagship is its first global direct-to-consumer platform, guided by its new brand philosophy: Elegance in Motion. The campaign emphasises the belief that elegance is never static but rather evolves with the women who wear it. The digital platform combines inspiring editorial content, curated collections and seamless shopping for customers, allowing the brand to connect to its customers directly.

Brett Sugarman, Vice President, Global Marketing for the brand said, “[Hurley] is globally admired for her confidence, authenticity and effortless sophistication, while bringing a warmth that reflects the women we design for.”

The Fall 2026 campaign, She Icons, photographed and directed by Jake Rosenberg, is the first to be released under its revived creative vision. With Elizabeth Hurley fronting the campaign, her multi-decade style and class is harnessed to celebrate women who move forward with the same confidence, individuality and style.

“The collection feels elegant without ever trying too hard,” said Hurley. “I’m honoured to be part of a campaign that celebrates women who continue to embrace every new chapter with confidence, individuality and style.”

The Fall 2026 campaign will roll out globally from August 26.