Joseph Ribkoff Launches Global Digital Flagship With Elizabeth Hurley
- 8 hours ago
- 2 min read
Canadian womenswear brand Joseph Ribkoff is entering a new phase of global expansion with the launch of its first global direct-to-consumer digital flagship, a renewed brand vision and a Fall 2026 campaign starring Elizabeth Hurley. The nearly 70-year-old brand is introducing the changes as part of a broader effort to expand its digital presence and connect directly with consumers.
The new digital flagship is launching across key European markets and the United States, with additional markets to follow. The platform combines editorial content, curated collections and online shopping, giving consumers a direct way to engage with and purchase from the brand.
The direct-to-consumer launch builds on Joseph Ribkoff’s established global wholesale business. President and CEO Stephen Belfer said the new platform will allow the company to strengthen its relationship with customers while expanding how they experience the brand and supporting its continued international growth.
Elizabeth Hurley is the face of Joseph Ribkoff’s new global campaign, “She Icons.” The actress, entrepreneur and style personality represents the brand’s renewed focus on confidence, individuality and personal style, with the campaign positioning her as an example of the woman at the center of its next phase.
Photographed and directed by Jake Rosenberg, the Fall 2026 campaign introduces Joseph Ribkoff’s updated creative direction. “She Icons” focuses on women navigating different stages of life while maintaining their individuality, confidence and sense of style.
The campaign is guided by Joseph Ribkoff’s new brand philosophy, “Elegance in Motion.” The concept presents elegance as something that evolves with the women who wear the brand rather than as a fixed or static ideal.
Hurley said the collection appealed to her because of its fit, comfort and sophisticated styling. She also said she was drawn to the campaign’s focus on women embracing new chapters of their lives while maintaining their confidence and individuality.
Joseph Ribkoff will introduce Edit 57 later this season as a new diffusion line with a more contemporary design direction. The line will debut with a limited-edition capsule called “Icons” and is expected to continue with seasonal capsule collections focused on modern femininity, updated styling and creative storytelling.
Edit 57 will remain connected to the Joseph Ribkoff identity while providing a platform for more contemporary interpretations of the brand. The initiative expands the company’s product offering as it develops its updated creative and commercial direction.
The Fall 2026 “She Icons” campaign began rolling out globally on August 26 across digital, social, print and retail channels. The campaign, digital flagship and Edit 57 launch together represent the latest steps in Joseph Ribkoff’s efforts to combine its heritage with digital commerce, updated design and a broader global strategy.
For more information, visit JosephRibkoff.com. Follow on Instagram.
Campaign Credits
Talent: Elizabeth Hurley, @elizabethhurley1
Agency: Gersh Agency, @gershagency
Photographer & Director: Jake Rosenberg, @jakerosenberg
Production: Stept Studios, @steptstudios
Styling: Zeina Esmail, @zeinaesmail
Hair: Serge Normant, @sergenormant
Makeup: Sandy Linter, @sandylinter