Elizabeth Hurley stars in Joseph Ribkoff’s global relaunch
Stept partnered with the Canadian fashion house on creative strategy and development, talent identification, production and post for She Icons, the Fall 2026 campaign anchoring Joseph Ribkoff’s next global chapter.
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Production studio Stept announced its work with Joseph Ribkoff, the Canadian womenswear brand with nearly 70 years of heritage, on She Icons, the Fall 2026 global campaign introducing internationally renowned actress, entrepreneur and style icon Elizabeth Hurley as the face of the brand and marking the debut of Joseph Ribkoff’s renewed creative vision.
Stept led creative strategy and development, production, and post on the campaign, and worked closely with Joseph Ribkoff’s marketing leadership to identify Hurley as the right person to introduce this stage of the brand’s evolution. The campaign was directed and photographed by Jake Rosenberg.
The assignment began well upstream of the shoot. Joseph Ribkoff arrived with a renewed brand vision, Elegance in Motion, a genuine inflection point for the brand. Stept’s creative team worked with the brand to turn that vision into a campaign platform with room to run. She Icons: a celebration of women who move forward through every new chapter without losing who they are. The idea deliberately mirrors the brand’s own story, and it was built to extend across markets, formats and seasons rather than live in a single execution.
“We came into this project at an important moment for Joseph Ribkoff, with a renewed brand vision and a clear ambition for how we wanted the brand to move forward. We needed creative partners who could help us translate that vision into something distinctive, relevant and globally resonant. Jake immediately understood where we wanted to take the brand, and together with Stept helped us bring SHE ICONS to life in a way that feels true to our nearly 70 years of heritage while reflecting the future of Joseph Ribkoff. Elizabeth Hurley was a natural choice for that story. She embodies the confidence, individuality and effortless sophistication at the heart of this new chapter.” said Brett Sugarman Vice President, Global Marketing at Joseph Ribkoff.
Credits
View on- Agency Production Company In-House
- Production Company Stept Studios
- Director Jake Rosenberg
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Unlock full credits and more with a shots membership
Credits
View on- Agency Production Company In-House
- Production Company Stept Studios
- Director Jake Rosenberg
- Editing Lockt
- Post Production Stept Studios
- Editor Dave Phelps
- Talent Elizabeth Hurley
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Production Company In-House
- Production Company Stept Studios
- Director Jake Rosenberg
- Editing Lockt
- Post Production Stept Studios
- Editor Dave Phelps
- Talent Elizabeth Hurley
Casting followed from the strategy rather than the other way around. Stept and the brand approached talent as a positioning decision, not a celebrity add-on, and worked through a search defined by a specific set of criteria: global recognition across the brand’s European and North American markets, a woman whose style reads as her own rather than styled for her, and someone whose public life has spanned enough chapters to make the idea credible. Hurley met all of it.
“Every good campaign starts with a real answer to who this brand is for, and Joseph Ribkoff was honest with us that the answer had grown up along with their customer,” said Rosenberg, director and photographer on the campaign. “For me, the opportunity was to take that evolution and give it a new visual language. With Elizabeth, I wanted to create something that felt confident, cinematic and effortless, with a sense of glamour that never felt overly constructed. The goal was to honor the heritage of the brand while presenting it through a more modern, elevated lens.”
Editorial and finishing was handled by Lockt, with Dave Phelps editing. Lockt delivered a single body of work that had to carry the launch of the digital flagship online alongside the global rollout across digital, social, print and retail.
“Our goal creatively was to build a world that felt elevated and editorial, while still capturing the confidence, warmth and effortless spirit of the brand. The Stept team were incredible partners throughout the entire process, from pre-production through to the final stages of post, bringing an exceptional level of creativity, craft and attention to detail to every element. Together with Jake, they really understood our vision and helped us bring it to life in a way that feels fresh, modern and distinctly Joseph Ribkoff. The result captures exactly the spirit of Elegance in Motion we set out to create.” adds Natasha Rosa Del Vecchio Marketing & Creative Director at Joseph Ribkoff.
The work is the latest in Stept’s growing slate of brand storytelling that spans fashion, sport and culture. Across formats, the studio brings the same discipline: strategy and creative developed in partnership with the brand, then produced and finished in-house so the idea starts and ends with the same team. Beginning August 26, the Fall.
