Key Information:
- British heritage brand Barbour launched its Autumn Winter 2026 global campaign, The Barbour Way, on Monday 14 September across digital, social and selected retail environments.
- The campaign reimagined Barbour tartan across menswear and womenswear, showing how the heritage pattern can be worn from head to toe.
- Sienna Miller and Sir Idris Elba starred in a story inspired by founder John Barbour’s journey from Scotland to South Shields, directed by Shannon Murphy and shot by Robbie Ryan.
London – British heritage brand Barbour launched its Autumn Winter 2026 global campaign, The Barbour Way, on Monday 14 September 2026 across digital, social and selected retail environments. Starring Sienna Miller and Sir Idris Elba, the campaign placed the brand’s tartan heritage at the centre of a contemporary story set in the Scottish countryside.
The Barbour Way reflected the brand’s evolution into a complete lifestyle wardrobe and supported its growing clothing business. Reimagined tartan appeared across the AW26 menswear and womenswear collections, from knitwear and shirts to dresses, trousers, outerwear and accessories, showing how the pattern can be worn from head to toe.
The campaign drew inspiration from founder John Barbour’s 130-mile journey from Kirkcudbrightshire in South West Scotland to South Shields in 1894, where he opened the first Barbour store in the town’s marketplace. Against dramatic Scottish landscapes, it followed two friends, Lena and Noah, played by Miller and Elba, whose countryside adventure began with a simple mix-up involving two pubs with the same name. Award-winning filmmaker Shannon Murphy directed the campaign, with cinematography by Robbie Ryan.
Tartan has been woven into the Barbour story for generations, from jacket linings to clothing and accessories. In the early 1990s, Vice Chair Helen Barbour worked with Kinloch Anderson to create the brand’s exclusive Original and Authentic tartans, inspired by the Ayrshire District Tartan and the family’s Scottish roots.
For AW26, Tartan Reimagined developed that heritage through new colour palettes, scales and product applications. The campaign introduced two reimagined seasonal designs, Birchwood Tartan and Shadow Tartan, while celebrating a pattern that remains one of Barbour’s most recognisable signatures.
Award-winning British actor and style icon Sienna Miller fronted the campaign, drawing on her longstanding relationship with Barbour and love of the countryside. An ambassador for The King’s Foundation, Miller is recognised for her support of craft, textiles and education.
Sienna Miller said: “Working on this campaign with the Barbour cast and content teams has been genuinely great fun. I’m a longstanding wearer and lover of the brand, and the campaign really encapsulates how it can be weaved into so many different contexts, whether it’s being bundled up in layers for a walk up a Scottish mountain or a casual dress down trip to the pub with an old mate.”
Sir Idris Elba joined Miller in the campaign. An actor, producer and musician, Elba has long championed opportunities for young people. A Prince’s Trust grant, now The King’s Trust, helped launch his career; he continues to support young people through The King’s Trust and the Elba Hope Foundation.
Sir Idris Elba said: “There’s something very honest about Barbour. It’s timeless but full of character. I’ve always admired brands that carry a real sense of heritage without standing still, and this campaign captures that beautifully. Being out in the Scottish landscape with Sienna, telling a story that connects back to Barbour’s roots, felt really natural.”
ENDS
About Barbour
The Barbour story began in 1894 when founder John Barbour established himself in the burgeoning port of South Shields in the North East of England supplying oilskins and other garments to protect the growing community of fishermen, sailors and mariners to protect them from the worst of the British weather. Today, Barbour offers a complete wardrobe of clothes, accessories and footwear for men, women and children. Shirts, knitwear, trousers, dresses, footwear and accessories are now just as much in demand as Barbour’s iconic outerwear.
A family-owned 5th generation brand established over 130 years ago, Barbour is a global success story sold in over 55 countries worldwide including Germany, Italy, Spain, France, the US and Japan. In 2020, Barbour launched Wax for Life, an overarching name for all of Barbour’s wax services designed to encourage customers to extend the life of their jackets. Wax for Life includes Re-waxing and Repairs first introduced in 1921 and Re-Loved, an upcycling circularity initiative whereby customers can return their wax jackets in exchange for a voucher. Saved from disposal, each jacket begins a new life as a cleaned and repaired bespoke jacket or a new creation, such as a bag.
About Apparel Group:
Apparel Group is a multibillion dollar conglomerate since 1996 based in Dubai, UAE, with a growing network of 2,600+ stores and a diverse portfolio of 85+ international brands across 14 countries. The Group has established a strong presence in the GCC—Bahrain, Saudi Arabia, Kuwait, Qatar, and Oman—and continues to expand across key markets including India, Southeast Asia, South Africa, and Egypt. Offering an integrated omni-channel experience, Apparel Group represents global names such as Tommy Hilfiger, Skechers, ALDO, Charles & Keith, and Tim Hortons. Its sustained growth is driven by a multicultural workforce of 28,000+ and steered under the leadership of its founders, Sima Ganwani Ved and Nilesh Ved.
