In September, a few seconds of mountain scenery and a flag waving in the wind were all it took to set the fashion world abuzz. Baring the Gucci and The North Face logos, the flag represented a hotly awaited collaboration between the Italian luxury fashion house and the American outdoor wear company. Now finally released, the Gucci x The North Face collaboration marks the first time Gucci has collaborated with another brand under the helm of creative director Alessandro Michele.
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Fortunately, the wait was worth it, with Gucci x The North Face living up to the hype. Gucci’s signature maximalist, print-heavy style marrying happily with The North Face’s iconic puffer styles and outdoor wear. The collaboration is no small feat, with the expansive collection spanning clothing, bags, and boots, as well as tents and sleeping bags; pretty much everything (and perhaps more than) your next camping trip requires.
Directed and shot in a dreamy, ‘70s style format by photographer Daniel Shea, the Gucci x The North Face campaign makes us want to pitch up a tent with the genetically-blessed Gucci fam and explore the mountainside clad in whimsical floral prairie dresses, chunky logo emblazoned hiking boots, and cosy down-padded puffer jackets in loud patterns.
Gucci x The North Face campaign hypothesises that nature is there to see you, with the beauty of the natural surroundings serving to complement the bold patterns and logomania laden pieces. The collection highlights the intersection of outdoor wear and fashion, in a way similar to Moncler’s ongoing Genius collaborations and the new Dior Ski Capsule; cementing technical wear as a viable stylistic choice. No longer does one need to choose between performance and style; while the former was typically a normcore affair, Gucci x The North Face shows it’s possible to climb every mountain without attempting to make yourself almost invisible amongst your surroundings.
In line with both brands’ commitment to sustainability, bags in the collab contain Econyl, a type of nylon sourced from regenerated materials like carpets and fishing nets, while all paper and cardboard used in the packaging comes from sustainable managed forest sources and is uncoated to allow it to be recycled. All in all, very nature friendly.
The resultant effect of the Gucci x The North Face collaboration? An insatiable desire to social distance in the great outdoors. In style, of course.
The collaboration is available worldwide on the Gucci webstore, as well as at a pop-up store in Chadstone Melbourne from Friday 8th January and in the Sydney flagship store from Saturday 9th January.
Words by Esmé Duggan
Photographs courtesy of Daniel Shea for Gucci
