By: Maité Aramayo
Woolrich’s affinity for craftsmanship began in 1830, and since then, the brand has been highly recognized for their functional parkas, puffer jackets, beanies, cardigans and other items to complete a look perfect for facing a cold winter. Characterised by offering oversized garments, the brand also provides a sense of community by interacting with young people to empower emerging artists and create a conversation to support creativity.
In its latest Fall/Winter 2020 campaign, Woolrich collaborated with New York artist Lucien Smith and acclaimed Serbian photographer Ana Kraš to promote the idea of living without barriers, even during these unprecedented COVID-19 times – and obviously by taking the necessary precautionary measures. The reason why this campaign became so special is because it was shot in July (in the middle of summer) in a studio built as if Smith and Kras were walking in the snow during a cold winter.
The idea behind this shoot and the known fact that it was shot during a pandemic is to send a message to the public that sometimes the landscape lands in the inspiration behind everything that we create, and not precisely the place we are at the moment. It talks about the never-ending interaction that we should have as a community with our natural elements to bring a sense of peace within ourselves, but also to fuel our creative minds.
Don’t forget to stay tuned for our Woolrich collection drop soon on our site and boutiques!
To discover more about the brand and its Fall/Winter 2020 campaign click here
To discover Lucien Smith’s artistic work click here
To discover Ana Kraš work click here
PHOTOS CREDIT VIA WOOLRICH