Gucci collaborates with The North Face
Gucci reveals its collaboration with The North Face that celebrates the spirit of exploration. Whether literal exploration of places and cultures or the more metaphorical adventures encouraged today by Creative Director Alessandro Michele, Gucci has always catered to the curious, presentingitsclothes as tools that push the wearer into different territories.
The North Face famously outfits those who seek adventure. But there are also deeper parallels between the stories of Gucci and its new partner. Since their founding in San Francisco in 1966, the brand has committed to pioneering product innovation and enabling all forms of exploration. It is a well acknowledged notion that travel leads to self-discovery, and in this conviction The North Face is aligned with Gucci, which similarly empowers people in their quest to celebrate and express their own characters and personalities, embedding Alessandro Michele’s approach towards fashion as a powerful instrument of freedom.
To promote this new partnership, Alessandro Michele has conceived a campaign shot by Daniel Shea, set in the Alps. In stills and video, as well as through content created for TikTok, we are led through a trip to the great outdoors with a group of Gucci-clad hikers, who camp by the lakes. The forests and peaks of the region form a vast and breath-taking scenic backdrop to the imagery, which in capturing colorful candid moments of group activity are reminiscent of holiday snaps, effortlessly showcasing the distinctive products.The campaign’s atmosphere evokes the aesthetic of the 70’s, when The North Face was a thriving outdoor retailer based in Berkeley, CA and shared a factory and storefront adjacent to Credence Clearwater Revival’s practice studio, whose iconic song “Bad Moon Rising” is featured throughout the video campaign.
This special cross-category collection for men and women comprises ready-to-wear, soft accessories, luggage and shoes, as well as some more unexpected pieces linked to the outdoor world of The North Face, such as tents and sleeping bags.
The North Face x Gucci Collection is in line with the commitments of both the two brands to eco-sustainable activities. Luggage contain ECONYL®— a nylon fabric sourced from regenerated materials (from fish nets, carpets and other scraps) that can be recycled and recreated, aiding in decreasing its ecological footprint.Additionally, the color palette was inspired by the 70’s and curated from The North Face materials library. Archival fabrics have been partially incorporated into the collection to give them a new life.
Packaging for the pieces come in vibrant pink featuring The North Face X Gucci logo. The garment and carrier bags, boxes and pouches have been strategically designed to reduce the environmental impact at every step of creation. All paper and cardboard come from sustainably managed forest sources and an uncoated paper has been used to ensure it is fully recyclable. To reduce the amount of paper, boxes are equipped with handles to avoid using shopping bags. Larger items come in shopping bags and cotton covers without boxes.
Debuting in China, the collectionwill be distributed through distinctly designed stores and ephemeral Gucci Pins, where the special bright floral patterns of the range will be used to dress the spaces and effect façade takeovers.A limited selection of The North Face x Gucci pieces will also be available on gucci.com, with some exciting online exclusives.
Shining a light on the collection’s motifs, Gucci Artwalls will be unveiled in five cities – Hong-Kong, Shanghai, London, New York and Milan – and will feature dedicated imagery with a variety of creative executions. Though all different, these pieces of street art will all incorporate The North Face x Gucci logo.
Credits for the campaign:
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer & Director: Daniel Shea
Make Up: Thomas De Kluyver
Hair stylist: Alex Brownsell
