In Pictures: Joseph Ribkoff unveils Elizabeth Hurley as face of new ‘She Icons’ campaign

Canadian fashion house Joseph Ribkoff has today unveiled its new ‘She Icons’ autumn 2026 campaign, fronted by English actress, model and entrepreneur Elizabeth Hurley.

It also marks a new ‘Elegance in Motion’ brand philosophy and the launch of Joseph Ribkoff’s “first global direct-to-consumer digital flagship” across key European markets and the US, with additional markets to follow.

The new platform combines inspiring editorial content, curated collections and “seamless shopping”, allowing Joseph Ribkoff to connect directly with customers for the first time.

Stephen Belfer, President & Chief Executive Officer at Joseph Ribkoff, said: “This marks a defining moment in the history of Joseph Ribkoff. Building on the strength of our global wholesale business, this next chapter allows us to deepen our connection with customers while expanding how they experience the brand.

“Together with our renewed brand vision, it positions Joseph Ribkoff for continued global growth and long-term success.”

Elizabeth Hurley, who owns and runs her eponymous beachwear line, Elizabeth Hurley Beach, is described as “more than the face of the campaign”. Her confidence, authenticity and sophistication “reflect the spirit of today’s Joseph Ribkoff woman”.

Brett Sugarman, Vice President, Global Marketing at Joseph Ribkoff, said: “This moment represents far more than a new campaign. It reflects where Joseph Ribkoff is today and where we’re going next.

“Elizabeth Hurley was a natural choice because she embodies everything this evolution represents. She is globally admired for her confidence, authenticity and effortless sophistication, while bringing a warmth that reflects the women we design for.

“Together, we’ve created a campaign that celebrates women who embrace every new chapter while remaining true to themselves. We couldn’t imagine a better person to help us tell that story.”

Elizabeth Hurley added: “I’ve always believed the best clothes are the ones that make you feel like yourself. From the moment I put on Joseph Ribkoff, I loved how beautifully everything fit. They’re comfortable, flattering and couldn’t be more my style.

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

Later this season, Joseph Ribkoff, which was founded in 1957, will introduce Edit 57, a new diffusion line debuting with its first limited-edition capsule, ‘Icons’. Created to express a more contemporary perspective of the brand, Edit 57 will serve as an ongoing platform for seasonal capsule collections that “explore modern femininity through fresh design, distinctive styling and creative storytelling”.

The new ‘She Icons’ campaign is rolling out globally from today, 26 August, across digital, social, print and retail channels.