Canada Goose puts women front and center in its global Fall/Winter 2022- ’23 campaign, which stars an all-female cast and was photographed by Annie Leibovitz.Annie Leibovitz
Set in the highlands of Northern Scotland, the campaign tells the stories of bold and brave women who embody the brand’s Live in the Open ethos, while showcasing its new outerwear products which demonstrate an increased focus on womenswear design as part of the brand’s plan to grow its female offering.
“As a brand, we strive to share powerful and meaningful stories with our audience and we are excited to celebrate our all-female cast,” said Penny Brook, Chief Marketing and Experience Officer at Canada Goose, “because we want to inspire our female consumer to live boldly, and we also want to show her that she doesn’t need to compromise on style or performance.”
Embracing the beautiful and epic backdrop, as well as the unpredictable weather, of the Scottish Highlands, Leibovitz’s signature style captures the raw beauty of the campaign protagonists and the landscape while highlighting the performance and style of the products
Led by an almost all-female crew, the campaign shoot highlights the power and impact of bringing together female talent both behind and in front of the lens. From actor, Jodie Turner-Smith to model, musician, and DJ, Soo Joo Park, and model and actor, Khadijha Red Thunder, the three inspirational women fronting the campaign are known for using their platforms to challenge the status quo and push boundaries, while remaining true to themselves.
Canada Goose continues to bring its performance-driven approach to new products while looking to inspire the female consumer. With new parkas and jackets, as well as a coat and a vest, the brand promises women that style and performance can coexist – with customizable elements that allow consumers to express their personal style.
Crafted in Ventera, a luxurious fabric with a smooth, soft-to-the-touch finish, the products feature clean lines and tonal branding for effortless sophistication with flattering silhouettes. The Marlow Parka, Marlow Coat, and Rayla Vest feature an adjustable and removable belt for a customizable fit, while also providing the versatility to dress up or down. The Aurora Parka and Aurora Jacket, crafted in the same luxurious material, feature contoured quilting patterns and an interior drawcord to create shape. Finally, the Marlow Jacket features clean quilt lines that flatter the figure, while the hem interior drawcord provides an adaptable fit and warmth retention. Designed with style in mind, these pieces are available in a range of colorways which include black and navy as well as softer shades of grey, green, and pink to fit every personality.
The full collection was launched last week at retailers and online at canadagoose.com.