by John Russel Jones

Woolrich continues to celebrate its love of Americana and nature with a new campaign that spotlights a collection crafted to embrace the elements and dive into the unknown. The brand’s Fall/Winter 2022 advertising campaign is a manifesto for a community that wants to connect with nature and embrace the great outdoors.

Focusing on the wilderness and landscapes that inspire this collection, Woolrich explores the concept of ‘The Outsiders’ through a group of adventurers wearing the garments in the outdoors. ‘The Outsiders’ explores escaping our own minds and our own perception of our reality and the world in order to discover what lies beyond the self through the photography and video campaign.

Woolrich reconnects with nature and the people who share its values by stepping outside of their own barriers and confines. Shot throughout various locations across the state of Wyoming — Red Rock Ranch, Jackson Hole Mountain Resort, Colter Bay, and Curtis Canyon — brought to life when the location is tied to one of the area’s featured personalities. 

The concept is interpreted by four talents who share the same ideals and values with Woolrich: Dajana Radovanovic, Alexina Graham, Alex Ordonez, and Nathaniel Atakora Martin, who were joined on set by their friends, portrayed with them in the campaign.

Dajana Radovanovic is a model, creative, and certified holistic health coach living in Los Angeles, California. As the founder of Dajana’s Health Club — a spirited, educational space that provides the information and tools to help and inspire others on their own health journey — she explores creative and unconventional approaches to holistic living and nutrition education. She loves to explore the outdoors —hiking, camping, mountain biking, cooking in nature, etc. — to create a balanced lifestyle for herself.  

Alexina Graham is an English fashion model, mental health advocate, and founder of XINA, a clothing brand committed to supporting mental health. Her involvement with mental well-being and suicide prevention led her to work closely with the British charity Beder UK. She finds that nature can be healing and that the calming energy of the great outdoors can help clear your mind and free your spirit. 

Alex Ordonez is a model, fashion designer, and co-founder of Los Angeles-based luxury clothing brand Wish Me Luck,  a brand that uplifts and empowers individuals to create their own luck. His own ambition and passion for fashion led him to pursue his dreams despite the criticism and obstacles he faced along the way. The great outdoors and the people he finds in it are his constant inspiration. 

Nathaniel Atakora Martin is a Squamish-based freelance photographer. With a focus on vast landscapes and how people connect and interact with them, Nathaniel’s unique aesthetic and propensity for adventure have taken him all over. His ambitious spirit pushes him to explore tougher terrains and experience nature in different ways, allowing him to form a deep and personal connection with the great outdoors. 

Directed by a team of Los Angeles-based creatives, the campaign was shot by director Clara Balzary and cinematographer Robbie Corral. Stylist duo Anda & Masha created the looks, integrating street style savvy into an on-trend wardrobe.