With almost 70 years behind it, the firm Joseph Ribkoff is preparing to write a new chapter in its history, this time on the digital front and with a luxury ambassador: actress Elisabeth Hurley. The Canadian women’s clothing brand opens its flagship digital store with direct-to-consumer sales that will be present in Europe and the United States, bringing its products to a much wider market.
Under the domain JosephRibkoff.com, the platform not only offers an accessible and smooth shopping experience, it will also feature exclusive collections and unique editorial content, although its most attractive feature is none other than the opportunity opened by this launch to connect directly, for the first time, with customers. Stephen Belfer, president and chief executive of Joseph Ribkoff, defines this project as “a watershed moment in the history of Joseph Ribkoff” and sets the goal of being able to “tighten ties with customers and broaden their experience with the brand.”
This new phase rests on the philosophy Elegance in Motion, which maintains that elegance advances with the women who wear it, and it is not a static thing. And for that reason, they have chosen Elisabeth Hurley as the face of their new era and of the autumn 2026 campaign, She Icon. The reason? For Joseph Ribkoff, Elisabeth Hurley perfectly embodies the brand’s values and those of this new campaign: confidence, authenticity and a sophistication that evolves with the woman without ceasing to stay true to herself at every moment of her life.
For the actress, who also represents that image of modernity, personality and unique style, the collection she fronts is special because it transmits elegance without seeming forced and she describes herself as comfortable, it flatters, and it could not fit better with my style. That is precisely why Joseph Ribkoff thought of Hurley for this very special moment, as Brett Sugarman, vice president of global marketing of Joseph Ribkoff, puts it: “Elizabeth Hurley was the ideal candidate, as she embodies everything this evolution represents. Everyone admires her for her self-confidence, her genuineness and her natural sophistication, while she radiates a warmth that mirrors the women we design for.”
Elizabeth Hurley en una imagen de la campaña She Icon de Joseph Ribkoff
On August 26, the campaign She Icon will light up on these new digital platforms, in addition to social media and print media. But it isn’t the only surprise the Canadians have prepared. Throughout this season Joseph Ribkoff will present Edit 57, a new diffusion line that will debut with its first capsule collection of limited edition, Icons, which seeks to capture the brand’s most contemporary face. To its own essence will be added a creative narrative that aims to explore modern femininity, while, of course, continuing to defend the fidelity that is its badge.
The connection of Elisabeth Hurley with the world of fashion
It is not the first time Elisabeth Hurley has shown interest in the world of fashion. In fact, besides being a renowned actress with international fame and titles such as Gossip Girl, Austin Powers, or Shameless, she is also a businesswoman. Hurley is at the helm of Elisabeth Hurley Beach, a swimwear brand where she herself acts as a model for her designs.
Already in her first public appearance, fashion played a fundamental role. It happened in 1994, when the actress was dating the actor Hugh Grant and was his companion at the Los Angeles premiere of Four Weddings and a Funeral. Elisabeth Hurley attended that event wearing a spectacular black dress designed by Gianni Versace that quickly went down in history as one of the most iconic looks of the 20th century. Its plunging neckline and the golden safety pins were the details that made the difference and earned it the nickname “that dress.”
Since then, Liz Hurley’s looks at events and red carpets have been among the most admired in the following decades. Her status as a fashion icon, combined with the professional successes she gathered over those years, gave her a unique personality and opened doors for her to become the face of brands as iconic as Estée Lauder or Joseph Ribkoff itself.
In this new chapter for the actress, Hurley joins the Canadian brand as it arrives at this season with a strong entrance. Together they defend the idea of continuing to inspire women—now with higher visibility on the international scene—to feel secure, authentic and valued at every stage of life and to find in their designs the ideal companion on the road to proclaim this declaration of intent.
