Bugatchi Names Kiké Hernández Face of Fall/Winter 2026 Campaign

TCF POST Report

NEW YORK, Sept. 17, 2026 — Premium menswear brand Bugatchi has named Los Angeles Dodgers utility player Kiké Hernández as the face of its Fall/Winter 2026 Momentum campaign, bringing professional sports and contemporary menswear together as the Montreal-founded brand marks its 45th anniversary.

The campaign, photographed by Jake Rosenberg, is Hernández's first campaign for a premium menswear fashion brand. Bugatchi said the Momentum concept draws on the brand's fashion heritage, including its 1991–1993 Bugatchi Uomo collaboration with basketball icon Michael Jordan.

Hernández appears in key FW26 looks combining tailored and casual elements, including a suede-and-cable-knit hybrid jacket, Italian-made wool-cotton tailoring, Super Merino knitwear, corduroy trousers and Bugatchi's OoohCotton shirting. The collection is positioned around the brand's mix of comfort, refinement and performance-oriented functionality.

The partnership also reflects the growing role of athletes as fashion ambassadors. Bugatchi CEO Cecile Revah said the company selected Hernández because athletes have become influential cultural tastemakers, while Hernández highlighted the brand's combination of comfort and elegance.

From sportswear influence to premium menswear

For Bugatchi, the campaign extends a longstanding strategy of connecting sport, celebrity and menswear. The company's Michael Jordan collaboration in the early 1990s established an early bridge between professional sports and fashion, while the new Hernández campaign updates that approach for today's athlete-driven fashion market.

Founded in Montreal in 1981 by Cecile Revah and her brother Daniel Revah, Bugatchi built its identity around bold colours, prints and craftsmanship and has developed a particular position in woven shirts. Its OoohCotton technology, introduced in 2020, combines performance and functionality with cotton comfort.

The brand operates its own e-commerce business and distributes through major retailers including Nordstrom, Bloomingdale's, Saks Fifth Avenue, Neiman Marcus and Harry Rosen. The FW26 collection is available through Bugatchi's online flagship. Kiké Hernández in BUGATCHI FW26 Two-Tone Rib Mock Neck Sweater, Palmer Solid Corduroy Dress Pant and Devon Solid OoohCotton Shirt (Photo by Jake Rosenberg).