The collaboration will fill Aspen, Mount Buller and just about every ski resort in 2021.
Aside from the product placement they never wanted, Dan Andrew’s North Face featured press conferences, the well-known mountain puffers are about to get a serious lux makeover. Think Mount Bulla, Range Rover and champagne. Then insert Gucci and North Face into the equation. The North Face and Gucci are set to revel in what seems to be a monogram fest for the outdoor explorer.
Our first question, how can anyone climb copious mountains in a Gucci x North Face jacket without the anxiety of a rogue branch tearing a hole big enough to make your bank account cry? While the idea is lux and extra, the practicality of frolicking among tree branches, mud and sharp stones screams a buyer’s nightmare. We feel this collaboration is better suited to your ‘après-ski’ mood. Sitting in front of a fire while the rest of the crew carve it up on some distant mountain run.
The North Face has teased a few shorts with the North Face logo sprawled on a boating-flag while cheekily placing Gucci colours underneath it surrounded by a lake and mountains. The collaboration may be the Denver-based company’s attempt at entering the ‘fashionista’ market, focusing more on ‘sporty-luxury-fashion’ Over the past decade, The North Face gently edged away from mountain explorers to ‘fashion connoisseurs’. World-wide recognition of their puffers and various winter gear became a fashion statement outlining the brand’s ability to jump from camping among mountains to sipping macchiatos on the streets of Paris and New York.
No doubt this will be a collaboration furthering this campaign of The North Face, while it may be the first full-fledged collaboration on a collection by Gucci.
