Bonobos has launched a summer campaign built around linen, with Bravo’s “Summer House” stars Carl Radke and Ben Waddell fronting the project. The shoot places the collection in a New York summer setting and centers on relaxed pieces designed for warm weather and easy day-to-night wear.
Called Cooler in Linen, the campaign — set inside Radke’s nonalcoholic bar and café, Soft Bar — spotlights Bonobos’ summer 2026 linen range through a mix of casual and polished looks.
Bonobos’ summer 2026 campaign.
“We wanted this campaign to capture the energy of summer in the city in a way that felt authentic to Bonobos. Carl and Ben did exactly that, each bringing a unique style perspective while together capturing the confidence and wearability at the heart of the collection,” Jesse Alpern, vice president of design at Bonobos, told WWD.
The collection’s focus is on lightweight fabrics and simple silhouettes, with the brand framing the line as a practical option for summer dressing rather than a trend-driven release.
Bonobos’ summer 2026 campaign.
“There’s a growing desire for clothing that can move seamlessly through every part of the day, especially in summer. We wanted this collection to capture that balance, with pieces that feel easy to wear and versatile to style, while still maintaining the fit and polish Bonobos is known for,” Alpern said.
Bonobos’ summer 2026 campaign.
The campaign will run across digital, social, email and other brand channels, with the collection available now on bonobos.com and in select retail locations. Bonobos is also using the launch to reinforce its mix of online retail and in-person shopping through its Guideshop network. The brand currently has 48 Guideshops across the U.S., in addition to distribution through Nordstrom and its own online storefront.
