Noah Unveils Return to Analog Spring 2026 Campaign Evoking 1970s-80s Northeast Prep

Brendon Babenzien framed Noah’s new campaign as a deliberate move toward the tactile and familiar in a collection titled "Return to Analog," unveiled February 12, 2026 and presented as Spring/Summer 2026. The imagery nods directly to coastal life and 1970s and ’80s Northeast prep while centering everyday pleasures such as cooking, spending time with friends and family, and enjoying the outdoors, language used in WWD’s launch coverage of the collection on Noah’s site on Wednesday.

The clothes themselves lean on classic prep and Americana references: rugby shirts and varsity-inspired pieces sit alongside indigo denim, tweed suiting, shirting, and basic tees. Hypebeast calls out pattern and texture as a through-line, listing woven herringbone, Oxford pinstripes, argyle knit, and classic tartans as principal motifs that shape the season’s silhouettes and standard fits.

Outerwear supplies the campaign’s most persuasive gestures toward longevity. Hypebeast highlights a sleek black leather jacket and a hefty brown wool coat that it suggests could become future heirlooms, while the rest of the palette and cuts speak to measured proportions and durable fabrics rather than flash. The Original Report and Hypebeast both emphasize the collection’s focus on tactile fabrics as part of its analog ethos.

Visually the campaign is staged with analog signifiers and photographed by Paul Hempstead, per Hypebeast. Props include vintage books, wooden pencils, typewriters, and wired telephones, tangible items that echo Brendon Babenzien’s stated aim to value "things you can hold, feel, and pass down for future generations to experience." WWD’s article repeats the editorial prompt "See photos of Noah’s spring 2026 collection" alongside its story, signaling the lookbook imagery is available with the launch.

The season label carries a noted discrepancy across outlets: WWD and an Original Report identify the campaign as Spring/Summer 2026 with the launch on Noah’s website, while Hypebeast described the campaign as FW25 even as it relayed the same creative language and imagery. Paul Hempstead is credited as the photographer in Hypebeast’s piece; some production credits such as stylist, casting, and full lookbook details remain unlisted in the excerpts reviewed.

If Babenzien’s line that "In a world obsessed with speed and convenience, there’s something radical about the slow and thoughtful" is the campaign’s thesis, the clothes are its practice. For Spring/Summer 2026 Noah has translated a prep vocabulary and analog props into garments that read as built-in resistance to disposability and aimed at being worn, kept, and passed along.