Erin Wasson Stars in Buck Mason's Spring 2026 Coastal California Campaign

Salt air, open road, and the particular kind of quiet you only find when you've driven far enough from everything familiar. That's the emotional core of Buck Mason's Spring 2026 campaign, and it reads clearly in every frame.

Buck Mason, the Venice, Calif.-based direct-to-consumer company known for its modern durable American classics, unveiled its spring campaign featuring Erin Wasson. It's her second campaign for the brand, and the deepening creative relationship shows. A model, actress, stylist and jewelry designer, Wasson is also a creative partner at Buck Mason, and this season she had a clear directorial hand in shaping the campaign's mood.

The shoot captures her relaxed and self-assured presence along the California coastline. The collection reflects that same sensibility: classic American workwear, vintage military references and menswear-inspired styles worn softly and without effort. Crisp whites and timeless denim form the basis of the wardrobe, and the campaign was photographed in Los Angeles by Annemarieke van Drimmelen.

Wasson's own framing of the shoot goes somewhere more personal than most campaign copy dares. "This season I wanted to imbue a feeling of choosing to get lost," she said, describing the collection's emotional premise as "choosing isolation and self-discovery over what is normally embedded in me, which is community. The feeling of letting go, driving into the unknown to find something new. Disconnecting from comfort to find a deeper well within. Calling back quiet meaning." Of van Drimmelen, Wasson added that she "could not have been a more beautiful conduit to allow these feelings to be present, powerful and peaceful," and that "the collection itself lends itself to this idea that you have all that you need. Each piece can be part of your infinite journeys."

Erik Ford, cofounder of Buck Mason, described Wasson's contribution as "exquisite," adding that "the two artists together, along with our phenomenal team, have really captured our vision of timeless California and the West." Ford has described Wasson as "a permanent fixture on our team as a creative partner" with no formal title: "We just kind of do it all together. She, along with our phenomenal in-house team, help us take the principles of our brand, and draw the right inspiration for womenswear."

The ads will appear on social media and the brand's website. The women's line is carried in Buck Mason's women's-only stores in New York, located in the West Village on Bleecker Street, NoLIta on Elizabeth Street, and SoHo on Broadway. The bottom floor at 486 Broadway houses the women's collection alongside the coffee shop Fast Times, which also houses a small fine art and photography book store.

The imagery invites consumers into a nostalgic return to slow summer days and easy dressing — the kind of wardrobe philosophy that doesn't need a season to justify it.