How Joseph Ribkoff is using 'Elegance in Motion' to drive brand growth

After nearly 70 years as a wholesale-driven Canadian womenswear house, Joseph Ribkoff is making its most significant strategic pivot to date: the brand has launched its first global direct-to-consumer (DTC) digital flagship, unveiled a renewed brand vision centered on “Elegance in Motion,” and named Elizabeth Hurley the face of its new global campaign.

For decades, Joseph Ribkoff built its business through a global network of premium specialty retailers. But as consumer behavior has shifted toward digital discovery and seamless shopping, the brand saw an opening to deepen its relationship with customers.

Stephen Belfer, president and CEO of Joseph Ribkoff, explained the timing to FashionUnited: “The way consumers discover, engage with and shop brands has changed significantly. This was the right moment for Joseph Ribkoff to create a more direct relationship with our customer as part of a broader omnichannel strategy.” He added that the new digital flagship “allows us to bring the full brand experience together in one place and represents an important step in our continued global evolution and growth.”

The platform combines editorial content, curated collections and frictionless checkout, launching first across key European markets and the United States, with additional regions to follow.

“Elegance in Motion”

Joseph Ribkoff’s new brand philosophy, “Elegance in Motion,” is meant to reflect how modern women live: constantly moving, evolving and embracing new chapters without losing their sense of self.

That translates to exceptional fit, comfort and thoughtful, modern design that feels effortless, the brand said. “'Elegance in Motion' reflects our belief that elegance should move with women and the way they live today. In product, that means exceptional fit, comfort and thoughtful design that feels modern and effortless,” Belfer said.

Elizabeth Hurley as the face of the next chapter

In a first for the brand, Joseph Ribkoff has partnered with a globally recognized celebrity: actress, entrepreneur and style icon Elizabeth Hurley. The move signals a deliberate effort to raise the brand’s profile and articulate its evolved identity.

Belfer said the brand wanted someone who “reflected the confidence, authenticity and effortless sophistication of the Joseph Ribkoff woman, while also having strong global recognition.” He said that “Elizabeth embodies those qualities naturally and felt like the right person to help us introduce this next chapter of the brand.”

The fall 2026 campaign, titled “She Icons,” is photographed and directed by Jake Rosenberg and marks the debut of Joseph Ribkoff’s renewed creative vision.

Belfer described “She Icons” as representing “a woman who knows who she is, embraces every new chapter and continues to move forward while remaining true to herself.” He emphasized that the concept “goes beyond any one woman or campaign, giving us a platform to celebrate different women and perspectives as the brand continues to evolve.”

Later this season, Joseph Ribkoff will introduce Edit 57, a new diffusion line debuting with a limited-edition capsule called “Icons.” Edit 57 is positioned as an ongoing platform for seasonal capsules that explore modern femininity through fresh design.