MOSS launches Autumn Winter 26 with ‘In Good Company’ campaign

Heritage menswear brand, MOSS, is celebrating connection and community in their Autumn Winter 26 campaign.  ‘In Good Company’ is inspired by last minute plans, meaningful conversations, and the time spent with people who keep you warm over the colder months. With 170 years of tailoring heritage, MOSS is known for collections shaping style and focussing on quiet confidence.

Autumn Winter 26 is inspired by relaxed fits, Italian woven cloth, and soft line tailoring details. Enhancing silhouettes, upgrading construction and elevating the textiles, this collection is made to feel like you’re “In good company[…]. Clothes that become old favourites.” says Robbi Hicks, Head of Creative at Moss.

Hicks is developing a new direction for the campaign, capturing the essence of good company at the origin. Embracing friendship he was inspired to pull existing connections into the heart of the shoot by featuring “People that can do the collections justice and have both style and substance.”

“It was great because there were already lots of connections between the group, so it just made sense to put these friends – and friends of the brand – in a room together.”

This Season, Knitwear sits at the heart of Moss’ relaxed range this season, with new additions in 100% cashmere and 100% merino wool. Standout winter pieces include an oversized lambswool jumper and a full cashmere cardigan, while lighter merino knits offer something for the shift into cooler weather. Made in Portugal, the shoe range runs from polished patent Oxfords through to relaxed suede loafers and boots, alongside low-top leather trainers designed to pair smoothly with formal suiting.

The ‘In Good Company’ collection comes across as considered and well-rounded, offering pieces that adapt easily to be styled in cohesion. 

The campaign was shot by photographer Simon Lipman at The Yards Studio in east London. The call sheet included Tom Manders, an actor and content creator from south London; Robbie Jr. Kwapong, a model, designer and long-time Moss collaborator; and the host of Dress Well Dad Well, a podcast dedicated to fashion and fatherhood. The group also featured Moss staff, photographers, influencers and a few friends of the brand with 9-to-5 jobs and a love of tailoring.

When strategising for the cast of the shoot, Hicks explains, “We have worked with Robbie for a while; he is the ultimate person of style and substance. [The rest of the Cast’s] connection was evident.” “We’re shooting phase two of the campaign soon, and again the talent and connections are all real. We have store and Head Office teams in the shoot, which feels special.” Adding, “Seeing people meet each other on set that may have been fans of one another was great. It created a beautiful energy on set.”

“We’ve always wanted things to feel real. From the styling not feeling too polished and perfect, to the clothes having some life to them. Feeling lived in but still sharp. The connection needs to be real with the people we work with on set too, for people to see the campaign and collection and understand how it can be worn in their own lives… hopefully in good company.” Aligning with Moss’ history as a label, Hicks wanted to work amongst “talented people” as the brand had done “throughout [their] 175-year history” but this campaign feels “more of an evolution … just a way to bring that together in a modern, genuine way.”

In discussion about where Hicks wanted to take Moss’ storytelling in the future, he described that he “works with a team of incredibly talented people who constantly challenge themselves and push the brand forward.” “I think it’s important to continue to tell a story that we believe in internally, and that customers both new and old notice and want to be part of. We want things to continue to feel ‘real’ and work with people who optimise that. People with style and substance… That’s the key.” 

The intentionality of featuring a cast of people who already knew each other created an unmatched energy in the room, creating chemistry on set and conveying a sense of warmth across the campaign.