Willow Smith is the star of Free People‘s fall 2026 campaign, exploring a new chapter in the artist‘s continuing creative partnership with the American bohemian apparel and lifestyle retail brand.
“I’ve loved Free People for a very long time,” Smith said in a statement. “The idea of Free People is woven into the idea of the free human spirit and that’s something I’ve always connected with, so it felt really natural to bring that energy into this campaign.”
Photographer Zoey Grossman captured the connection between music, fashion and personal style in the fall 2026 photo spread. Inspired by Smith’s own aesthetic, the curation of fall finds features apparel, shoes and accessories with a distinct connection to Smith’s own approach to fashion.
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Dominating motifs throughout the collection include romantic lace and delicate textures with structured plaids. Softness and edge merge for unexpected looks, while personal expression and fresh proportions cultivate aesthetic confidence and creativity.
Smith’s fall 2026 Free People campaign follows the brand’s FP Movement collaboration with Asics, spotlighting the American brand’s continued expansion and creative ideation into fresh territory.
“Willow brings a sense of creativity, individuality and authenticity that feels deeply connected to Free People,” Jack Reynolds, chief marketing officer at Free People, said in a statement.
“From the very beginning, this partnership extended beyond a traditional campaign. Supporting Willow’s creative vision across music, events and fashion allowed us to build something that feels authentic to both her artistry and the Free People spirit.”
Smith previously collaborated with Free People in July, with the brand working on the production of the artist’s performance video for “The Thread,” alongside production company Five Towers and directed by Smith. The creative partnership between the artist and brand culminates with the fall 2026 campaign.
