Back in March, as the world moved indoors and grappled with the strangest, most uncertain time in recent memory, an unexpected thing happened: we rediscovered nature. Daily excursions were limited to hour-long walks and we suddenly had the time to stop and appreciate how wonderful it was to wander through a tree-lined park or to mark the changing seasons by the sudden blossoming of beautifully colored flowers. Alessandro Michele, the creative director of Gucci, clearly felt drawn to the natural world—if his recently-unveiled collaboration with The North Face is anything to go by.
In a campaign film directed by Daniel Shea, a group of eclectic, well-dressed hippie types gallivant through the Alps, wearing pieces from the new collab. The end result is Woodstock meets Into The Wild, but with geometric-printed reversible puffer coats, baby pink ‘Jackie’ bags, and North Face-logoed canvas tents. Michele raided The North Face’s archives for the collection, which takes vintage silhouettes from the iconic outdoors brand, and brings them to life with Michele’s signature retro-chic prints and 70s-inspired color palette. A mismatch of both brands’ logos appears on merch, including hiking-style backpacks, boots, and socks.
The campaign film pays homage to The North Face’s heyday in the early 70s, when operations were still based out of a small factory in Berkeley, California. The cult rock band, Credence Clearwater Revival, had their rehearsals in a studio adjacent to The North Face’s storefront, and reportedly wrote their iconic track, ‘Bad Moon Rising,’ there. The song, an anthem of the era of free love, is played throughout the campaign.
The collaboration will go on sale worldwide through Gucci.com in early January, though from tomorrow, customers will have the opportunity to enter a lottery, with winners given early access to buy pieces from the collection. Given Gucci rarely collaborates, we’re betting fashion obsessives will be clamoring for a piece of the action. Plus, when the attire looks this good, recreational hiking becomes a whole lot more attractive. Camping trip, anyone?
