Publicist
The Gucci website crashed after campaign launch of the collaboration with The North Face. In the months since the collaboration was announced, customers have been patiently waiting to get a first look. Gucci president/CEO Marco Bizzarri previously told
WWD that the label s creative director, Alessandro Michele, was granted access to The North Face s archives, providing him an extensive look at the brand s decades-long approach to technical wear.
Publicist
Image: Complex The North Face was founded in the Sixties in San Francisco and Alessandro is very much drawn to and interested in that decade, as well as the Seventies, Bizzarri said.
Published December 23, 2020, 8:40 PM
The North Face and Gucci’s collaboration celebrates the spirit of exploration, marrying product innovation in both style and sustainability.
To promote this new partnership, Alessandro Michele has conceived a campaign shot by Daniel Shea, set in the Alps where we are led through a trip to the great outdoors with a group of Gucci-clad hikers, who camp by the lakes.
The campaign’s atmosphere evokes the aesthetic of the ’70s, when The North Face was a thriving outdoor retailer based in Berkeley, California 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.
The collaboration also honors their commitment to sustainability; therefore, the brands sourced the materials by regenerating scraps. The luggage is made of ECONYL, and all the pieces will be packed in fully recyclable boxes with handles. At the same time, other items will be protected in cotton covers to reduce paper and cardboard use.
“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 toward fashion as a powerful instrument of freedom,” the company said.
We’ve been stuck inside for pretty much all of 2020. So, it’s no surprise that many of us, including Gucci’s Alessandro Michele, are fantasising about the great outdoors. But while the rest of us have taken to Googling exotic locales, Michele has been busy working with The North Face to create the wardrobe we’ll all want to wear when we can finally head back outside.
Revealed earlier today, the Gucci x The North Face collab is what sweaty hiking dreams are made of. Inspired by the ’70s, adventure and outdoor travel, the capsule features jumpsuits, sweaters and Michele’s take on The North Face’s iconic down jacket who ever said hiking wasn’t fashionable AF?
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