Gucci collaborations under the realm of Alessandro Michele are anything but predictable. Their latest collaboration taps into the genre of exploration, literally and metaphorically. For an exclusive collection this season, Gucci partnered with The North Face, a brand that is popular amongst adventure-junkies and has aligned with the couture house for a line of clothes that celebrates the spirit of adventure.
Travel leads to self-discovery, and both Gucci and The North Face advocate this ideology. Michele’s approach towards fashion embodies freedom, which aligns with the purpose of the travel clothing created by the North Face. Together, these labels have curated a fashion-heavy yet a comfortable collection of ensembles that will change the narrative of how one dresses for the great outdoors.
The ultra-chic and sporty campaign was shot in the Alps by Daniel Shea. Staying true to his genderless, ageless aesthetic, Alessandro left no stone unturned and created content even for the millennial and Gen-Z heavy platform, that is TikTok. The images capture Gucci-clad hikers having the time of their lives as they escapade across scenic forests, lakes and peaks, breaking into fun group activities, while dressed to the nines, (it’s still Gucci, duh!). Paying homage to the ‘70s, with an iconic song, Bad Moon Rising that plays throughout the video; an era attributing to the time when The North Face thrived as an outdoor retailer.
Keeping their sustainability commitments in minds, both labels have remained conscious about what goes in the making of this Gucci collaboration and how it’s made. The luggage is created out of econyl — a nylon fabric sourced from regenerated materials like fishnets, carpets and other scraps. Substances that can be recycled and recreated, in order to minimise the ecological footprints. The colour palette also nodded towards the ‘70s, influenced by The North Face material library. Some of the archival fabrics were resuscitated and inculcated in the collection to breathe a new life into it.
Packaging for the pieces come in vibrant pink featuring The North Face X Gucci collaboration 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 line ranges from goose-feather down-padded coats, bomber, and vests, to shirts, skirts and jumpsuits. Inspired by the original designs of The North Face, the outerwear silhouettes and equipment remained true to its classic form. In addition to this, the collection also offers quilted jacket, nylon shirts, skirts and windbreakers; refined silk-twill bowling sets, skirts and chemise dresses; t-shirts, sweatshirts and a fleece jackets. Certain attires are available in bright and popping hues, featuring floral prints created especially for this collaboration. Some of the designs feature a new Gucci X The North Face logo, consisting of three curved lines blended with the green-red-green Gucci web stripe.
For luggage, there are eight new graphic patterns. Comprising bright colours and a variety of either Gucci House motifs or different versions of the new The North Face logo X Gucci collaboration print. Two new backpacks and two new belt bags are designed 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 version.
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 colours of leather (brown, black and cream), features eyelets and rope-like striped laces.
The collection will debut in China and will 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. A limited selection of the pieces will also be available on Gucci.com, with some exciting online exclusives. Gucci art walls will be unveiled in five cities – Hong-Kong, Shanghai, London, New York and Milan – and will feature various creative imageries, with a common logo.
Creative Director: Alessandro Michele | Art Director: Christopher Simmonds | Photographer & Director: Daniel Shea | Makeup: Thomas De Kluyver | Hair stylist: Alex Brownsell