
Chloë Sevigny by Brianna Capozzi for Dr. Martens.
The words ‘With Bouncing Soles’ have been sitting on Dr. Martens heel loops since 1960. Originally a literal tribute to the brand’s air-cushioned soles, the phrase has spent over six decades absorbing the subcultures, grime, and self-expression of the people who laced them up. For Autumn/Winter 2026, the British heritage label is elevating this archival stamp into a global brand platform, launching a campaign that poses a single question to its community: ‘What Makes Your Sole Bounce?’
The first campaign brings together independent cinema icon Chloë Sevigny, British musician and writer Jordan Stephens and Japanese comedian Naomi Watanabe, each offering their own unvarnished answer to the campaign’s central prompt. “I’ve always been drawn to pieces that become more personal the longer you live in them, and Dr. Martens has always represented that for me,” says Sevigny. “For me, it’s staying curious – taking on new roles, finding inspiration in unexpected places, and always being open to what’s next.”

Chloë Sevigny by Brianna Capozzi for Dr. Martens.

Chloë Sevigny by Brianna Capozzi for Dr. Martens.
The autumn campaign puts the focus back on Dr. Martens’ best-known silhouettes. The 1460 boot, 1461 shoe, Adrian loafer, 2976 Chelsea boot and 8065 Mary Jane appear in Crazy Horse leather, with a new Cherry Red finish joining the AW26 range. The 1460, 1461 and 8065 also arrive in DM’s Green. Crazy Horse has been part of the Dr. Martens story since the 1990s and is designed to develop a distinctive patina with wear, making each pair change alongside its owner.
That idea of change is central to the platform. Dr. Martens describes Crazy Horse as a leather in which “no two boots will ever be the same”, with the oils and waxes worked into the material producing its characteristic ageing process. Evolving far past the digital campaign space, ‘With Bouncing Soles’ will continue through real-world creative collaborations, hands-on workshops, cultural programming, retail experiences and community projects designed to support the next generation.

Dr. Martens.
The new Dr. Martens Crazy Horse Icons collection is available to explore online and across select global stockists. Find out more here.
photography. courtesy of Brianna Capozzi for Dr. Martens
words. Gennaro Costanzo






































































































































































































































































































