GUCCI X The North Face Launches with Camp Design Happy Colors, Patterns
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GUCCI X THE NORTH FACE has landed, with a visual emphasis on Gucci. Experts will look under the hood of this magic backpack ride to understand the less obvious North Face performance -gear qualities of the camp-fashion garments.
The Gucci-color palette is packed with vivid colors and whimsy galore, a design vision that makes the collection distinctly runway-friendly. Does the collab project performance? Not really. It’s Gucci-camp style all the way — which is probably fantastic — or maybe not. Buyers with high-value credit cards will write the sales success element of this story.
The campaign and lookbook images were shot in The Alps by Daniel Shea [IG], with creative direction by Alessandro Michele and art direction by Christopher Simmonds.
Alessandro Michele’s First Collab
This is the first time that Gucci’s Alessandro Michele has partnered with another brand. Choosing North Face makes sense, given Gucci’s recent commitments to becoming a better steward of the environment and the launch of ‘Off the Grid’, a Stella-McCartney-worthy collection made solely of recycled, regenerated, or bio-based materials.
‘Off the Grid’ is the first installment in Michele’s “Gucci Circular Lines” initiative to reduce raw material use and facilitate circular production. The campaign features ardent environmentalist Jane Fonda, Little Nas X, and King Princess, accompanied by explorer and environmentalist David de Rothschild. The gang hangs out in an urban treehouse.
The North Face has also made major strides in its sustainability initiatives, and the collab makes heavy use of ECONYL®, a nylon fabric made from regenerated materials that include ocean and landfill waste, such as industrial plastic, fabric scraps from clothing manufacturing companies, old carpets and "ghost nets".
ECONYL® doesn’t sound very sexy until you see Candice Swanepoel posing in her Tropic of C swimwear that uses the recycled fabric as the core of its brand collection. Candice is all-in on promoting sustainability, which means that we should be all-in on buying her brand.
