Moose Knuckles’ latest campaign utilizes its distinctive Canadian humor and a healthy dose of surrealism, captured by photographer David LaChapelle.
Known for his unique and hyper-stylized imagery, LaChapelle inserts playfulness and whimsy to the brand’s fall/winter 2021 campaign, bringing the Moose Knuckles collection to life. Styled by the brand’s frequent collaborator Kyle Luu, the campaign transports Emily Ratajkowski, Pete Davidson, and Adwoa Aboah to a frozen cityscape. LaChapelle’s signature surreal 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 re-examine what they truly need from their outerwear.
“Utility has a different definition at Moose Knuckles,” said Brody Baker, creative director. “We know our audience. They like to have fun, to have a good time, to create, and they’re spirited and full of energy. We wanted to create imagery that would resonate with their sensibilities. David’s world was the perfect fit.”
The campaign launches today alongside the brand’s fall/winter 2021 collection where the idea of usefulness is reconstructed through enhanced fabrication and considered design. Weight and permeability were minimized, while warmth, mobility, and personality were intensified, resulting in a range of premium outerwear and apparel for anyone looking to brave winter in the city while avoiding the “carabiner” aesthetic.
The campaign features the Comptoir Puffer and Tracadie Jacket on Emily Ratajkowski, the Oar River Jacket and Naufrage Jacket on Pete Davidson, and the Gataga Puffer and Afton Vest on Adwoa Aboah.
The fall/winter 2021 collection is available for purchase at mooseknucklescanada.com, Moose Knuckles Stores, and luxury retailers worldwide.