Elizabeth Hurley Takes Center Stage as the New Face of Joseph Ribkoff

In an exciting development for Joseph Ribkoff, the Canadian women’s fashion brand has enlisted Elizabeth Hurley as its new ambassador, marking a significant shift in the company's marketing strategy. The campaign, titled "Elegance in Motion," debuted this week and aims to elevate the brand's presence in a competitive market.

Stephen Belfer, the company’s CEO, highlighted this partnership as a historic moment for Joseph Ribkoff, stating, "It’s a defining moment in the history of Joseph Ribkoff." This collaboration with Hurley is particularly noteworthy as it represents the brand's first foray into celebrity endorsements, a move intended to invigorate its image and reach a broader audience.

The campaign, captured by photographer Jake Rosenberg and styled by Zeina Esmail, will be showcased across various platforms, including the brand's website, social media, print advertisements, and retail locations. Belfer emphasized Hurley's embodiment of the modern woman—confident, stylish, and relatable—making her the ideal choice for this collaboration. "She’s 61 years old. She’s fit, and she looks incredible," he remarked.

Joseph Ribkoff has been on a growth trajectory this year, launching e-commerce in Europe and the U.S. on August 10, and establishing a presence on Nordstrom.com as of April. Furthermore, the brand will introduce a new diffusion line called Edit 57 this fall, which aims to offer elevated designs at a slightly higher price point.

The company has also ventured into physical retail, with the opening of three new stores this year, including an outlet in Wrentham, Massachusetts, and locations in Cairns Airport, Australia, and Auckland International Airport, New Zealand. A fourth store is slated to open in Montreal next February, with potential expansion into more airport locations.

Belfer noted the high demand for Joseph Ribkoff’s offerings in travel retail, citing a remarkable 40 percent conversion rate in airports. The Edit 57 line is described by Belfer as featuring “modern essentials” that prioritize both style and comfort.

Despite the challenges posed by recent tariffs on Canadian imports, which could impact the U.S. market, Belfer remains optimistic about the brand's future. "The U.S. has always been one of our most important markets," he affirmed, underscoring the brand's commitment to maintaining strong relationships with American customers and partners.

The brand has traditionally targeted women around 50, but is actively expanding its appeal to a younger audience aged 35 to 50. Known for their timeless designs and inclusive sizing, Joseph Ribkoff’s collections include the standard line, sport line, and the new Edit 57, which honors the company’s founding year.

Brett Sugarman, Joseph Ribkoff’s vice president of global marketing, expressed enthusiasm about the campaign, stating, “This moment represents far more than a new campaign. It reflects where Joseph Ribkoff is today and where we’re going next.” He views Hurley as a natural fit, celebrating her authenticity and sophistication, qualities that resonate with the brand’s vision.

In her own words, Hurley shared her reasons for joining forces with Joseph Ribkoff, describing her initial fitting as "miraculous" due to the impeccable fit of the garments. She appreciates the collection for its elegance and versatility, emphasizing that it allows women to feel polished without discomfort. Hurley aims to use her platform to connect with women worldwide and to promote the brand’s narrative of confidence and authenticity.

As she continues her advocacy for breast cancer awareness, Hurley’s collaboration with Joseph Ribkoff aligns with her mission to empower women and celebrate their individuality. With this new partnership, both Hurley and Joseph Ribkoff are poised to make a significant impact in the fashion landscape.

Source: wwd.com