Suki Waterhouse returns. Danny Ramirez arrives. Saint Tropez provides the backdrop. The Michael Kors Spring 2026 campaign is effortless by design.
There is a particular kind of glamour that Saint Tropez does better than anywhere else: unhurried, sun-warmed, quietly certain of itself. Michael Kors has always understood that frequency, and for Spring 2026, the brand leans into it fully. Photographer Lachlan Bailey shot the campaign on location in the South of France, with Suki Waterhouse reprising her role as longtime brand muse alongside Danny Ramirez, an actor and producer now joining the Michael Kors family as its newest ambassador.
Styling comes from Emmanuelle Alt, whose eye for relaxed precision is well suited to the season’s references. Stripes, lace, soft ruffles, tailored blazers in that loose-shouldered way that reads as both careless and considered. The clothes move between classic French codes and modern ease without feeling like a costume. Breezy ready-to-wear sits alongside fresh iterations of the brand’s signature bags, the Hamilton Moderne and the Nolita among them, with footwear that ranges from polished structure to something closer to artisanal warmth.
A New Ambassador, a Familiar Energy
Waterhouse needs little introduction in the Kors universe. Her ease in front of the camera translates well here, the Riviera light catching the kind of effortless that takes considerable effort to achieve. Ramirez brings a different quality: a looser charm, a lightness that works well against the sun-bleached harbor settings Bailey favors. Together they anchor a series of short film vignettes alongside the still campaign, playing up the humor and spirit that Kors has always threaded into his vision of American luxury abroad. Aviators, good bags, the right attitude.
Travel as the Through Line
The Spring 2026 campaign extends beyond imagery. As the season develops, the brand plans to introduce stories featuring local artisans, artists, and chefs from the South of France, tying fashion to place in a way that reflects Kors’s longstanding interest in the relationship between travel and personal style. It is a natural position for a brand that has spent decades dressing people for jet-set occasions.
The global campaign launches in February across digital platforms, social media, and outdoor media.
For Boujeez, the appeal is clear. Saint Tropez carries real cultural weight for Gulf travelers, who know the Riviera well and bring their own ideas about how to dress for it. Seeing the Nolita and the Hamilton Moderne framed against limestone and deep blue water, styled with that confident looseness Alt does so well, the campaign lands with the kind of warm authority that translates across audiences.