Brooks Brothers Taps 'The White Lotus' Star Leslie Bibb and Comedian Alex Edelman for New Campaign

The iconic fashion brand aims to showcase its modernized women's collection with a playful, stylish campaign.

Published on Mar. 5, 2026

Got story updates? Submit your updates here. ›

Brooks Brothers has launched a new ad campaign featuring actress Leslie Bibb, who starred in the latest season of HBO's 'The White Lotus', and comedian Alex Edelman. The 'Make It Yours' campaign showcases a range of looks for women, including tailored blazers, maxi skirts, and argyle sweaters, as the brand looks to grow its women's business which currently makes up only 12% of its overall sales. The campaign also features other fashion influencers and models, and was shot by photographer Coliena Rentmeester. Brooks Brothers CEO Ken Ohashi says the brand is 'gunning' to open a new store in Orange County, California, as it looks to expand its presence in the Los Angeles area.

Why it matters

As one of the oldest and most iconic American fashion brands, Brooks Brothers is seeking to modernize and appeal to a new generation of consumers, particularly women, who currently make up a small portion of its customer base. The campaign featuring Leslie Bibb and Alex Edelman aims to showcase the brand's updated and stylish offerings, as it looks to grow its women's business and expand its retail footprint in key markets like Southern California.

The details

The 'Make It Yours' campaign features a range of looks for women, including tailored blazers, maxi skirts, argyle sweaters, and playfully patterned neckties. Brooks Brothers CEO Ken Ohashi says the brand specifically chose Leslie Bibb, who starred in the latest season of HBO's 'The White Lotus', because she embodies the brand's classic yet fashionable aesthetic. The campaign also features other fashion influencers and models, and was shot by photographer Coliena Rentmeester. Ohashi says the brand is currently 'gunning' to open a new store in Orange County, California, as it looks to expand its presence in the Los Angeles area after previously closing its Rodeo Drive location.

  • The new Brooks Brothers campaign launched on March 5, 2026.
  • Brooks Brothers previously closed its store on Rodeo Drive in 2018.

The players

Leslie Bibb

An American actress who starred in the latest season of the HBO series 'The White Lotus'.

Alex Edelman

A comedian and writer who is featured in the Brooks Brothers campaign.

Ken Ohashi

The CEO of Brooks Brothers, who says the brand is looking to grow its women's business and expand its retail footprint in Southern California.

Coliena Rentmeester

The photographer who shot the Brooks Brothers campaign.

Brooks Brothers

An iconic American fashion brand that is over 200 years old and has been worn by U.S. presidents and A-list celebrities.

Got photos? Submit your photos here. ›

What they’re saying

“I love Leslie Bibb. I think she's so chic and so fashionable. Yet, she's so classic, and she has such great energy. We really thought she was perfect for our campaign.”

— Ken Ohashi, CEO, Brooks Brothers (Variety)

“Our women's business is still small. It's like 12% of our business, but one in three Brooks Brothers shoppers are actually women, and so we just know we have a big opportunity to just kind of showcase that.”

— Ken Ohashi, CEO, Brooks Brothers (Variety)

“I met Alex, and he was like, 'I got my Bar Mitzvah suit at Bruce Brothers' and I just thought he was so funny. But then he was like, 'I didn't know you had modernized and all that.' I was like, 'Go to the store.'”

— Ken Ohashi, CEO, Brooks Brothers (Variety)

“He wrote me, saying, 'Oh my god, I love this place. I love the product.'”

— Ken Ohashi, CEO, Brooks Brothers (Variety)

What’s next

Brooks Brothers is currently 'gunning' to open a new store in Orange County, California, as the brand looks to expand its retail presence in the Los Angeles area.

The takeaway

As one of America's oldest and most iconic fashion brands, Brooks Brothers is seeking to modernize its offerings and appeal to a new generation of consumers, particularly women, who currently make up a small portion of its customer base. The brand's new campaign featuring Leslie Bibb and Alex Edelman showcases its updated and stylish collections, signaling its efforts to grow its women's business and solidify its presence in key markets like Southern California.