An all-female campaign for “Never Stop” launched by The North Face, which celebrates women’s day, with five different capsule collections.
“As a brand we have always been convinced of the extraordinary power of communities, and you cannot have truly thriving and active communities without women. We wanted to involve and give visibility in our next spring collections to some extraordinary women, with the hope that they can be inspirational and encourage them to experience nature more and connect with the environment that surrounds us, thus managing to find serenity. , something we all need, today more than ever “
With these words, Amanda Calder-McLaren, senior brand communication director, announces the launch of the new spring project of The North Face. A real ode, aimed at enhancing the female figure and the power that has always accompanied it from everyday gestures to larger companies. In fact, it is aimed at all those women who every day, both in the private and working spheres, constantly put themselves to the test, breaking down their limits and never fearing failure. For all those women who dare, take risks, climbing entire mountains in sports, and not only, but also the highest peaks in life. Those women who, in short, know how to make a difference, and for this reason a symbol of strength and courage.
Entitled: “The Never Stop”, the campaign puts at the center of the project a short film made in collaboration with the British singer-songwriter Jess Glynne, in which five female figures are given voice who in their own small way have become protagonists of sports and professional enterprises, and today examples from which to draw inspiration. Five women to whom the brand then added five capsule collections, each inspired by a different theme and life story. But let’s take a closer look:
Never Stop: We Move Mountains. The first proposal of this pentalogy, launched today 8 March, revolves around the Jordanian artist and activist Miramar Muhd, who with his creations invites us to reflect but above all invites action. Taking inspiration from this, the mini collection is enriched by the unmistakable graphic trait of the artist and more, but is entirely produced by a female-run company in Jordan.
Never Stop: Mountain Athletics. The second capsule is dedicated to the American climber Ashima Shiraishi, who has been climbing that wall since the age of six, overcoming it both physically and conceptually. With this spirit of encouragement to overcome challenges, the collection offers functional and technical clothing in bright shades.
Never Stop: Trail Running. Featuring runner and human rights lawyer Stephanie Case as a testimonial, the line was designed to satisfy runners in their runs in the wildest wilderness. Technical materials, such as the brand new VECTIV technology for footwear, protect against climatic weather in unpaved environments.
Never Stop: Active Trail. Starting from the members of the community “She Runs It”, an Amharic association aimed at supporting female leadership, the fourth capsule collection was conceived to accompany today’s explorers in their incredible adventures. An exhortation to explore the surrounding bite far and wide, conquering it and finding our freedom in it.
Never Stop: Glacier Pack. Lucy Walker was one of the first women to climb the hardest-to-reach alpine peaks and the Glacier Pack is inspired by her, with a selection of functional and sustainable products characterized by S.Café material , an ecological fabric obtained from the recycling of coffee grounds.
Women listening, know that the campaign will roll out throughout the spring, with new stories to be released between now and May. We therefore remain up to date, because The North Face has been able to give credit not to our beauty (which we know well by now) but to the strength that has always distinguished us but which is not always recognized. Let’s enjoy this day and not only this, but also this incredible collection that is all ours.
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