EXCLUSIVE: Elizabeth Hurley Becomes the Face of Canada’s Joseph Ribkoff

For Joseph Ribkoff, the upscale Canadian women’s fashion brand, it’s a pivotal year.

The company launched e-commerce in Europe and the U.S. on Aug. 10, started selling on Nordstrom.com in April, and introduces this fall a diffusion line called Edit 57. On Wednesday, the company debuted a campaign themed “Elegance in Motion,” with Elizabeth Hurley as the face of Joseph Ribkoff.

“It’s a defining moment in the history of Joseph Ribkoff,” Stephen Belfer, president and chief executive officer, told WWD.

The Hurley ads mark the first time Joseph Ribkoff has ever partnered with a celebrity. It’s a clear effort to raise the profile of the brand, which has been rather sleepy up to now. The campaign, photographed and directed by Jake Rosenberg and styled by Zeina Esmail, is set for the website, in social media, in print ads, and in retail channels.

“Elizabeth embodies the modern woman. She’s confident, stylish, glamorous, and she connects across generations,” Belfer said. “She’s 61 years old. She’s fit, and she looks incredible. She also continues to do a lot of work with breast cancer awareness. So just everything about her fits into who we want to be.”

Joseph Ribkoff opened this year its first three stores — an outlet in Wrentham, Mass., and units in the Cairns Airport in Queensland, Australia, and New Zealand’s Auckland International Airport. A fourth store launches in Montreal next February, and additional locations are being considered.

“We have offers from many airports around the world to build stores,” said Belfer. “We’re looking at options, to build up our retail network. Travel retail is huge, and our product is great for traveling. It’s wrinkle-free, easy to wear, and comfortable. Our conversion rate in the airports is 40 percent.”

Belfer characterized Edit 57 as “modern essentials” with a strong point of view, with more elevated, contemporary design and prices 15 to 20 percent higher than the regular Joseph Ribkoff line. Seasonal capsule collections are planned.

Besides Nordstrom, Joseph Ribkoff sells at Von Maur and various specialty stores in the U.S. In Europe, Joseph Ribkoff sells at Breuninger in Germany and De Bijenkorf in the Netherlands, among other retailers.

While the Joseph Ribkoff business in the U.S. is growing, it could be impacted by President Trump slapping 50 percent tariffs on Canadian imports this month. The majority of Joseph Ribkoff’s production occurs in Canada and Europe with some done in Asia. Design happens in Montreal where Joseph Ribkoff is based.

“The U.S. has always been one of our most important markets, and that doesn’t change,” Belfer said, when asked about the new tariffs. “We’re continuing to invest in bringing Joseph Ribkoff closer to the American woman through our retail partners and, this year, directly through e-commerce. Trade environments shift, but our commitment to our U.S. customers and partners don’t. If anything, moments like this sharpen our focus on building a more direct, more meaningful relationship with the women who wear our clothes. This is a moment to double down on what’s always worked for us — quality, fit, and a genuine relationship with our customer. The U.S. market remains core to our growth. We’re committed to it for the long run.”

Joseph Ribkoff’s target audience has been 50-year-old women though the appeal is widening with messaging and styles for 35-to-50-year-olds. The brand is known for timeless, easy-to-wear pieces, dresses, distinctive prints, and inclusive sizing from 2 to 22. Lines include the Joseph Ribkoff Collection, Joseph Ribkoff Sport and Joseph Ribkoff Signature, as well as the upcoming Edit 57, which is named after the year the company was founded by Joseph Ribkoff. He sold the company to private equity firms Novacap, Fonds de solidarité and DNA Partners in 2017. The brand survived through the pandemic even without e-commerce, and generated about 200 million Canadian dollars in sales last year.

“This moment represents far more than a new campaign. It reflects where Joseph Ribkoff is today and where we’re going next,” said Brett Sugarman, Joseph Ribkoff’s vice president of global marketing. “Elizabeth Hurley was a natural choice because she embodies everything this evolution represents. She is globally admired for her confidence, authenticity and effortless sophistication, while bringing a warmth that reflects the women we design for.”

Elizabeth Hurley: My first fitting with Joseph Ribkoff was nothing short of miraculous; everything fitted like a glove, needing zero alterations. This was a very good sign. I loathe wearing anything which is uncomfortable or digs in anywhere; everything I tried on felt like an old friend. The collection feels elegant without ever trying too hard, and that’s what makes it so special. Once I met the team and understood the brand’s vision, it felt like a very natural partnership. I loved that we wanted to tell a similar story about embracing every new chapter with confidence, while staying true to who you are. I think that’s something many women relate to, and that’s what made this collaboration feel so organic.

WWD: What do you find distinctive about the brand, and what are your favorite styles from Joseph Ribkoff this season?

E.H.: The Joseph Ribkoff collection is designed to move with women through every part of their lives. It has a wonderful balance of elegance, comfort and versatility. I especially love the tailoring and the way the pieces can be styled differently depending on the occasion. They’re the kind of clothes that make you feel polished and confident without ever feeling overdone.

WWD: What are your responsibilities as the new face of the brand?

E.H.: For me, it’s about helping tell the brand’s story in an authentic way. I hope women see the campaign and recognize something of themselves in it. It’s been such a lovely collaboration, and I’m excited to introduce Joseph Ribkoff to more women around the world.

WWD: How would you describe your personal style?

E.H.: My style has evolved over the years, but one thing hasn’t changed: I wear what makes me feel good. Every woman knows when she tries something on if it feels like her.  I love beautifully tailored pieces, elegant silhouettes and clothes that work for real life. When you feel comfortable, you naturally feel more confident, and I think that’s what great style is really about.

WWD: Do you plan to expand your fashion business beyond beachwear, resortwear and accessories?

E.H.: I stopped wholesaling over lockdown and now we sell exclusively online. The business is Bijoux and I love it. Anything else I do in fashion will be collaborations.

WWD:  After 31 years as a global ambassador for the Estée Lauder Companies’ Breast Cancer Campaign, how may it be evolving?

E.H.: Without doubt, being the global ambassador has been the most meaningful work of my career. When we started, nobody talked openly about breast cancer. We have successfully changed this. We’ve raised over $144 million for life-saving research for the Breast Cancer Research Foundation, education and medical services. 

WWD: What medical strides are being made to cure breast cancer?

E.H.: The BCRF has been deeply involved in every major breakthrough in breast cancer research. Due to earlier detection and improved treatments, mortality rates from breast cancer have decreased by 44 percent among women since its founding. In the last decade alone, there has been an 80 percent reduction in breast cancer deaths among women aged 20 to 49. Thanks to research, there have been improvements in identifying which patients do and don’t need chemotherapy, accelerating treatments for patients and identifying risk factors for breast cancer, including genetic mutations. New research shows that breast cancer rates are rising among younger women. We try to empower women to be advocates for their breast health, especially younger women, who may not have important information and are not yet being screened.

WWD: What’s on tap with your acting career?

E.H.: I’m about to start filming Season Two of “The Burbs” with Keke Palmer in Los Angeles. I adored the first season and can’t wait to start. My animated show “Breaking Bear” with Brendan Fraser just launched on Tubi, where I play the deranged Wolf Queen.