In A First, North Face Campaign Positions Company As A Fashion Brand

The North Face (TNF) is out with a new campaign that for the first time positions the outdoor gear and apparel company as a fashion brand. 

Developed with Sid Lee, this "urban exploration" message introduces young Millennials expressing the positive impact that the Nuptse Jacket has had on their lives. As Joey Ones states, “I live in NYC, one minute it can be sunny, then it can be cold and the next raining.” 

Others in the clip discuss the jacket's fashion relevance, particularly among urban youth. That said brand ambassador and alpinist David Gottler is also included in the campaign, albeit in less challenging settings than the side of a mountain, like a cab and a comfy sitting room. 

Have a look here, and here



The work is featured prominently on thenorthfac primarily in European markets. However, TNF intends to make this creative concept available to all markets, particularly cooler-weather ones like Canada and the U.S. 

Earlier this year, parent company VF Corp. execs spelled out its specific goal to expand TNF's consumer base.




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