The North Face x Gucci Collection Celebrates The Spirit Of Exploration
The collaboration between The North Face and Gucci is a celebration of exploration—whether it's the literal exploration of places and cultures or the metaphorical adventures encouraged by Gucci's creative director, Alessandro Michele. The fashion house has always catered to the curious, designing its clothes as tools that allow the wearers to embark on new adventures. The North Face, on the other hand, has always famously made outfits for adventure seekers.
For this collaboration, a campaign shot by Daniel Shea set in the Alps, takes centre stage. In the stills and videos, viewers are taken to a trip to the great outdoors with a group of Gucci-clad hikers, who camp by the lakes. The forest and peaks form a breathtaking scenic backdrop which captures the candid moments of group activity reminiscent of holiday snaps, at the same time, effortlessly showcase the distinctive pieces from the collection. The campaign takes on the aesthetics of the '70s, when The North Face was a thriving outdoor retailer in California.
The special cross-category collection is made for both men and women and comprises of ready-to-wear, soft accessories, luggage and shoes as well as pieces that embody 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 brands to be more eco-friendly and sustainable. The luggage contain ECONYL®—a nylon fabric sourced for regenerated materials such as fishnets and carpets that can be recycled and recreated, ultimately decreasing its ecological footprint. The collection's colour palette is inspired by the '70s and curated from The North Face materials library. Archival fabrics have also been partially incorporated into the collection to breathe new life into them.
The ready-to-wear collection includes goose-feather down-padded coats, vests, shirts, skirts and jumpsuits. The outerwear silhouette and equipment are all based on the original designs from The North Face in the '70s. There will also be quilted jackets, nylon shirts and skirts, windbreakers, sweatshirts and some chemise dresses. Some of the pieces will come in bright colours and feature several floral prints specially designed for this collection.
The pieces will be wrapped in vibrant pink and also feature The North Face x Gucci logo. The garment, carrier bags, boxes and pouches have been designed to reduce the environmental impact at every stage of its creation. All the paper and cardboard come from sustainably managed forest sources and uncoated paper which is fully recyclable. To reduce the amount of paper used, the boxes are equipped with handles to avoid using shopping bags.
The collection will debut in China and distributed be through distinctly designed stores and ephemeral Gucci Pins (pop-up stores), where the special bright floral patterns of the range will be used to dress the spaces and facade.
A limited selection of The North Face x Gucci pieces will also be available online, together with some online exclusives from January 22, 2021. For Hong Kong, The North Face x Gucci Pin (pop-up store) is available at 36 Cochrane Street from December 31, 2020–February 21, 2021 and Harbour City from December 31, 2020–January 17, 2021.
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To top it all off, Gucci art walls with be unveiled in five cities—Hong Kong, Shanghai, London, New York and Milan to shine a light on the collection's motifs. They will feature dedicated imagery with a variety of creative designs. All art walls will be different but will incorporate The North Face x Gucci logo.
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