After a long, cold winter, luxury outerwear brand Moose Knuckles welcomes the arrival of spring with the launch of its SS21 ad campaign, Arise.
Created to represent “a long awaited breath of fresh air after a long, stagnant winter”, Moose Knuckles once again delivers a versatile collection of comfortable sportswear and transitional outerwear pieces, all designed to promote freedom from the elements.
Along with traditional key pieces, the line also features Pack Your Moose, a brand new range of unstoppable rainwear that adopts a forward-thinking approach to dressing for spring’s unpredictable weather. On top of the unlined recycled nylon shells, bonded seams, and recycled hardware that provide signature MK protection, each coat is packable and has a specific fastening system meaning customers will never get caught unprepared for the rain again.
“We saw this as a huge opportunity to let our consumer know we’re paying attention,” Dominique Lagleva, Global Marketing Director of Moose Knuckles says of the new collection. “We know they’ve been through the wringer. We went through it too. Our message to them is there’s a light at the end of the tunnel.”
ARISE
The collection’s accompanying ad campaign, shot by fashion photographer Hugo Comte, aims to “illustrate the shifted perspectives developed by the onslaught of idle time that was 2020” with Comte arranging compositions that accentuate each of the subject’s individuality without undermining the group dynamic.
“I wanted to express the symbiotic nature of individuality,” Comte says of the campaign. “The idea that everyone can be unique without letting their differences divide them.”
