January 7, 2020: Luxury brand Gucci has collaborated with The North Face to launch a collection that celebrates the spirit of exploration. Literal or metaphorical exploration, Creative Director Alessandro Michele has always catered to the curious, presenting Gucci’s clothes as tools that push the wearer into different territories.
The North Face outfits literal adventurers and travelers, thus being aligned with Gucci, which similarly empowers people in their quest to celebrate and express their own characters and personalities, amplifying Mr. Michele’s approach towards fashion as a powerful instrument of freedom.
The North Face Gucci collection campaign has been shot by Daniel Shea, and set in the Alps. The campaign leads viewers 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, while group photos are reminiscent of holiday snaps, effortlessly showcasing the distinctive products. The campaign’s atmosphere evokes the aesthetic of the 1970s.
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.
Luggage in The North Face X Gucci collection contains 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. The color palette was also inspired by the 70s 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.
The ready-to-wear collection features not only goose-feather down padded coats, bomber, and vest but also shirts, skirts and jumpsuits. The outerwear silhouettes and equipment are based on original designs from The North Face in the 70s. Also included in the offer are quilted jacket, nylon shirts and skirts and windbreakers; refined silk-twill bowling sets, skirts and chemise dresses; T-shirts, sweatshirts and a fleece jacket with the matching.
Some pieces come in bright colors and feature several floral prints created in partnership with The North Face especially for the collaboration, some of which have a new The North Face x Gucci logo incorporated into their designs.
The luggage features eight new graphic patterns, designed in collaboration with The North Face. All feature bright colors and a variety of either Gucci House motifs or different versions of the new The North Face logo x Gucci print. Two new backpacks and two new belt bags are dressed up in these exclusive prints. A dome-shaped medium backpack (available in five different prints) has contrast leather patches, rope zip pullers and web straps, while a larger size (available in six different prints) recalls hiking backpacks with its multiple pockets and top flap with snaps, and also features the same detailing as its smaller cousin. A small belt bag comes in seven different prints, and a maxi size one with three front flap pockets is offered in two different prints.
The shoe is a gender-neutral hiking boot with a chunky and sturdy Goodyear-welted sole. The boot comes in three colors of leather (brown, black and cream), features eyelets and rope-like striped laces, as well as The North Face x Gucci logo prominently displayed on the side.
To celebrate the drop of The North Face x Gucci collection, Gucci has also released a documentary video. Taking in the design and production processes that forged the collection, the film reveals the pieces through the eyes of those who made them possible, featuring conversations with Mr. Michele, as well as with The North Face Design Manager Global Collaborations, Archives, and Special Projects, David Whetstone. Additionally, insights from the design team, product developers, and skilled craftsmen are also shared. American professional rock climber Nina Williams and influential graffiti artist Post AOW have also presented their views.
The North Face x Gucci collection is now available first in Brooklyn, Los Angeles, San Francisco, Chicago and Toronto, and will be available online as well as in select Gucci locations beginning in mid-January.
