Celebrity Name: Hailee Steinfeld
Brand Name: Ashley
Deal Type: Brand Ambassadorship / Face of Campaign
Announced: April 7, 2026
Impact: Positions Steinfeld as a home and design tastemaker while helping Ashley court younger, design‑driven consumers in the affordable‑luxury furniture space
- Ashley, North America’s largest furniture store brand, launched Ashley Luxe on April 7, 2026, a new premium line spanning five collections: Bracken, Neo, Calden, Modero, and Whitehaven.
- Oscar-nominated actress and multi-platinum recording artist Hailee Steinfeld is the face of the campaign, embodying the brand’s “Live In Luxe” mantra in a fashion-forward TV spot.
- Ashley Luxe is available online and in-store at Ashley locations nationwide, targeting a younger, design-conscious consumer base.
- The partnership is a natural fit: Steinfeld’s mother, Cheri Steinfeld, is an interior designer, and Steinfeld recently welcomed her first child, a daughter, with husband Josh Allen.
Hailee Steinfeld is stepping into the home design world in a big way. The Academy Award-nominated actress and multi-platinum recording artist has been named the face of Ashley Luxe, a brand-new premium furniture line from Ashley, North America’s largest furniture store brand.
In the cheeky TV spot for the brand, Steinfeld is so taken with one of their sofas that she rips it apart to wear as a bouclé gown, a playful nod to the collection’s “Live In Luxe” ethos.
Steinfeld’s personal favorite piece from the line is the upholstered bed from the Neo collection, which she calls refined, luxe, and comfortable.
This partnership isn’t just good optics, it’s deeply personal. Steinfeld has noted that design has always been a part of her life, as her mother is an interior designer, making the Ashley Luxe collaboration feel like a natural fit.
On the brand side, this marks Ashley’s first major celebrity face campaign for a sub-line. While the brand has historically led with product quality and value rather than celebrity partnerships, the Ashley Luxe launch signals a clear shift in marketing strategy.
Just as Emma Chamberlain teamed up with West Elm for a furniture collection and Connie Britton partnered with La Ligne for a capsule launch, celebrity-backed home and lifestyle lines are clearly having a moment in 2026.
For Steinfeld, this adds to a robust endorsement portfolio that already includes Armani Beauty, Neutrogena, CORE Hydration, and her co-founded Angel Margarita brand.
She also made a splash on-screen in Ryan Coogler’s supernatural thriller Sinners in 2025, which delivered strong box office results and awards buzz.
Ashley and Steinfeld have also confirmed that new activations and extensions from the partnership are coming soon.
Takeaways
Steinfeld brings authentic design credibility, not just celebrity clout. Her personal modern aesthetic and family background in interior design make her a convincing voice for a line built around the idea that luxury doesn’t have to be unattainable.
For Ashley, it’s a calculated play to capture a younger, style-savvy audience without abandoning its accessible price promise.
For deals, this deal shows that the most effective celebrity partnerships happen when the ambassador’s personal story genuinely supports the product’s narrative.
Does Steinfeld’s interior design background make her more credible than a typical celebrity furniture campaign or is it still just marketing? Given that Ashley confirmed more activations are coming, could this evolve into a co-designed collection, similar to how Emma Chamberlain’s West Elm line worked?
