No matter how bleak 2020 has been, one thing is for sure; it has brought us a wealth of designer collaborations that will have us spending for years to come. There's been Yohji Yamamoto and Supreme, Prada and Adidas, Stüssy and Dior and now, the long-awaited collaboration that was announced back in September: Gucci x The North Face.
The partnership is an ode to the outdoors which celebrates the spirit of exploration and adventure; tropes that feel very much needed after the havoc that has been 2020. With Gucci staying true to catering to the curious individual, using clothes as armour and protection, The North Face also taps into the origin of their brand by relishing in the outdoors, providing for those who seek adventure no matter the circumstances. Aligning these two identities, both labels go further to explore the core values that bring them together. With a 70s spin as can be predicted by Alessandro Michele, the nostalgia for the decade that is evident in the collaboration can also be traced to The North Face's heyday shortly after they were founded in 1966. Since then, The North Face has concentrated on product innovation that enables exploration. Gucci similarly empowers the individual in their quest to celebrate uniqueness and express their own characters, something that certifies Alessandro Michele's approach towards fashion as using clothes as powerful instruments of freedom.
Camping with a twist, there are sexed-up goose feather-filled padded gilets, a variety of coats that come in blush pink, blood orange and caramel, including windbreakers, quilted jackets and cosy fleeces as well as a new range of floral and abstract patterns that give way to 60s flower powers thanks to Alessandro Michele and the Gucci team. The collection designed for both men and women is also comprised of ready-to-wear, soft accessories, luggage and shoes. It's worth noting that the collaboration has even gone one step further to link the outdoor world of The North Face, presenting tents and sleeping bags.
For the campaign itself, shot by Daniel Shea; is a backdrop of the Alps which sets the scene for the Gucci-clad hikers, camping by the lakes. Taking pleasure in, and savouring the natural world around them, the collaboration carefully includes packaging (whether it be carrier bags, garment bags, boxes or pouches) that have been strategically designed to be eco-conscious and environmentally friendly. The paper and cardboard used are 100% recyclable.
Despite the announcement at the weekend, putting a third of the country in tier 4, with the majority of other areas in tier 3, the collaboration has come at a perfect time to excite people for the new year when reconnecting with the outside world will make the constant (and what seems like never-ending) lockdowns feel like a distant memory.
The collection debuts in China and selected pieces will be available to buy at gucci.com.
The TNF x Gucci collection will be sold in UK exclusively at London Selfridges (throughout the month of January, from the 4th until the 30th.) London Selfridges will have a special launch on 2 January and 3 January, being the first store to sell the collection in Europe.
Credits for the campaign:
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer & Director: Daniel Shea
Make Up: Thomas De Kluyver
Hair Stylist: Alex Brownsell