'We’ve been known to borrow a dog or two': On location in Yorkshire for Joe Browns AW26 autumn fashion shoots

As the Joe Browns AW26 womenswear and menswear collections launch online and in store, Yorkshire Post Fashion Editor Stephanie Smith finds out how the Yorkshire-based multi-channel lifestyle brand finds joy in sunshine (as well as the pelting rain).

With glorious Yorkshire locations on its doorstep, from sweeping moorlands and quirky country escapes to buzzing city backdrops, there was no need for the Joe Browns creative team to skip off to an exotic destination abroad for its autumn/winter 2026 fashion shoot.

“We don’t follow trends, we do things our own way, and encourage our customers to do the same,” says Rich Olsen, head of Creative at Joe Browns.

“Expressing themselves through distinctive designs, vibrant colours, remarkable prints and unique detailing, setting both them and their wardrobe apart from the crowd.

“As we approach our 28th year in business, it’s these qualities that have helped us not only survive, but thrive.”

The brand’s AW26 womenswear campaign photography started out in North Yorkshire, near Masham, with the crew based between The White Bear and a wooden cabin in Swinton Bivouac.

“These two locations created a setting that sat perfectly with our ‘Easy like Sunday’ story, capturing the quiet joy of slow weekends spent outdoors – crisp countryside walks, cosy country pubs, and unhurried mornings wrapped in soft layers,” Rich says.

For the ‘Freedom Rocks’ story, which channels the festival spirit with laid-back glamour, blending flowing silhouettes, rich textures and eclectic layering, Swinton Bivouac Tipi provided an atmospheric backdrop.

“This story is inspired by golden-hour gatherings, live music under open skies, and the energy of weekends that drift from day into night,” says Rich.

Then it was on to Micklegate in York city centre for the next womenswear story. “‘Pretty Tough’ captures the contrast between softness and strength - romantic, expressive, and effortlessly undone,” he says.

“Inspired by eclectic café culture, late-night city wandering, and individual street style, the collection blends feminine silhouettes with a tougher, more rebellious edge for AW26.

“Micklegate offered a city backdrop with colours that complemented the collection - not to mention great coffee and pastries on tap.”

The regency splendour of Scampston Hall was the setting for the ‘Country Calling’ story, encapsulating how a spontaneous weekend away brings opportunities to escape the everyday and embrace a more romantic and elevated way of dressing.

Right from the start, Interesting, Intriguing and Inspiring have always been the three Is underpinning every Joe Browns design.

The brand was founded in 1998 by Simon Brown, who wanted to bottle the spirit of some carefree surfer boys and girls he saw on holiday in Wales.

Now an award-winning, multi-platform fashion and lifestyle retailer, all the ideas and concept developing, designing, marketing, admin, digital operations, warehousing and much more take place at Joe Browns HQ in Holbeck, Leeds.

The shoots are an important part of the magical mix. “With so much to shoot each day, we aim to find locations that offer variety without having to move too far,” says Rich,

“In remote or privately hired locations we don’t get many onlookers, but when shooting in central locations such as York and Manchester’s Northern Quarter we often get quizzical passers-by. We’ve also been known to borrow a dog or two for some shots.”

Countryside near York set the scene for two of Joe Browns menswear stories. “The ‘Nature’s Playground’ collection leans into the freedom of the open country - endless horizons and a spirit of adventure that never stands still,” Rich says.

“No fixed plans, no rush - just timeless layers, plenty of character and the freedom to see where the day takes you. Cosy knits, layered shirts and original jackets come together in looks that feel right at home in the great outdoors.”

The ‘Joe’s Ride’ story, also shot near York, reflects classic bike culture, with its love for winding roads, hidden cafés and the next great journey, featuring leather jackets, graphic tees and easy layers made for life on two wheels and beyond.

Moving back into York city centre, Fossgate brought the characterful ‘Gents of Distinction’ story to life, with heritage tweeds, detailed waistcoats, sharp blazers and refined layers combining to create looks that balance tradition with individuality.

Fossgate also played host to the ‘Vintage Workshop’ men’s story, the red brick facades and cobbles complimenting heritage-inspired clothes that feel as if they have always belonged in your wardrobe, and only get better as they collect scuffs and creases.

The final location was Spark York, a vibrant, outdoor street food market, creative hub and community venue, where an edgy backdrop of upcycled shipping containers helped tell the story of ‘Brit Rock’, inspired by late nights, live gigs and the energy of the music scene, offering worn leathers to bold prints and timeless denim.

Models are selected with care. “We have some familiar faces every season,” says Rich. “More than anything, it’s important that our models feel relatable. We want to capture their energy through the lens and make our customers feel a part of it.

“Inclusivity is extremely important to us. We try to ensure as many people are invited to the Joe Browns Party as possible. Recent developments have seen our size offering extend in both our women’s and menswear lines, with the scope to continue extending as we build our extended sizes customer base.

“We’re incredibly proud to be a Yorkshire brand, and our ethos aligns strongly with our roots. “We’re always honest - authenticity is of the utmost importance to us,” he adds.

“We have weathered storms, which not only built on our resilience, but taught us to dance in the rain, and we’re passionate about creativity.”

Shooting in Yorkshire does have its challenges, however. “We were battling wind and rain on the shoot days in Masham and Swinton Bivouac, fitting for an autumn/winter shoot, but certainly not ideal for capturing photography and video,” says Rich.

“We always make the best of each scenario and looking at the shots now, you’d never know we were battling the elements.

“We’re shooting Christmas in the coming weeks, and it would appear our models will be wearing our finest knits and winter coats in a heatwave - it’s always the way.”

*Joe Browns AW26 collections are available at the stores at Meadowhall Sheffield, Leeds White Rose, York Designer Outlet and Bowness-on-Windermere, at joebrowns.co.uk, and online at Next, Simply Be, JD Williams, Freemans and more.