Luxury outerwear brand Moose Knuckles takes a trip inside the surreal mind of legendary fashion photographer David LaChapelle with the launch of its new fall campaign.
Helmed by LaChapelle, with styling by Kyle Luu, the FW21 campaign transports Emily Ratajkowski, Pete Davidson, and Adwoa Aboah to a frozen cityscape, fusing the brand’s characteristic Canadian humour and a healthy dose of surrealism.
David’s signature phantasmagoric environments, including an 8-foot ice wave and a life-sized ice motorcycle, subvert traditional marketing techniques, juxtaposing the extreme with the familiar and inviting consumers to reexamine what they truly need from their outerwear.
Following its unveiling last month, alongside Moose Knuckles’ FW21 Collection, where the idea of usefulness is “reconstructed through enhanced fabrication and considered design”, Creative Director of the brand, Brody Baker says of the campaign: “Utility has a different definition at Moose Knuckles. We know our audience and we know how to make unparalleled outerwear tailored to their needs. They like to have fun, to have a good time, to create. And they don’t take days off. We wanted to create imagery that would resonate with their sensibilities. David’s world was the perfect fit.”
