Joseph Ribkoff, the Canadian womenswear brand, has launched its first global direct-to-consumer digital flagship across key European markets and the USA, introduced Elizabeth Hurley as the face of its new global campaign, and unveiled a renewed brand vision.

The new platform on JosephRibkoff.com combines editorial content, curated collections and shopping, allowing the brand to connect directly with customers for the first time. Additional markets will follow.

"This marks a defining moment in the history of Joseph Ribkoff," said Stephen Belfer, President & Chief Executive Officer at 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."

Elizabeth Hurley fronts the Fall 2026 campaign, She Icons, photographed and directed by Jake Rosenberg.

"Elizabeth Hurley was a natural choice because she embodies everything this evolution represents," said Brett Sugarman, Vice President, Global Marketing at Joseph Ribkoff. "She is globally admired for her confidence, authenticity and effortless sophistication, while bringing a warmth that reflects the women we design for."