The North Face x Gucci Launches New Styles, Plans Pop-Up Shops – WWD
COLD SHOULDER: For the second installment of its partnership and collaborative collection with The North Face, Gucci is playing on exploration and avant-garde design in a new campaign.
This sense of adventure and preparation for all weather elements was exemplified in a new campaign which debuts today. Gucci Creative Director Alessandro Michele designed the campaign which was photographed and directed by twins Jalan and Jibril Durimel. Christopher Simmons was artistic director, Thomas De Kluyver took care of make-up and Andrea Martinelli did hairstyling.
The photos and video were shot in Iceland, a country known for its majestic nature. There, models were photographed across a variety of terrains, including white snow-covered backdrops, black volcanic sand, and more pastoral green hills. Durimels imagery is used for all marketing channels including social media, online, and e-commerce. The big brands are continuing their outdoor photography – the first campaign was carried out by Daniel Shea in the Alps.
The latest assortment from The North Face x Gucci includes insulated jackets, ready-to-wear, backpacks, bombers, vests, hiking boots, luggage and shoes for women and men. Some styles sport the classic GG monogram throughout, and there are new interpretations of some of The North Face’s iconic ’90s looks, which have been reimagined in colorful prints inspired by the Gucci archives.
Next month, shoppers in select winter cities will find the collection, designed to withstand the elements, in pop-up stores. From January 11 to 25, there will be outposts in Aspen, Chicago and Toronto. Aspen is a popular destination this season. Gabriela Hearst unveiled a pop-up in the ski resort, where new label AspenX, Citizens of Humanity and Loro Piana Interiors have shops.
A nod to both brands’ environmental efforts, the new line uses Econyl, a branded nylon fabric made from regenerated materials like fishing nets. Additionally, all down insulation used in the second round is certified to the Responsible Down Standard by Control Union.
Buyers won’t miss the line’s bright pink packaging, featuring the The North Face x Gucci logo. All the paper and cardboard used come from sustainably managed forest sources. Uncoated paper has been used to make it fully recyclable. Another indicator of the eco-responsible approach is the fact that the boxes are designed with handles to avoid the need for shopping bags.
It is not yet clear when the final season is due and if an extension of the collaboration is envisaged.