fashion
The North Face x Gucci Campaign
Youtube
Unveiling the #TheNorthFacexGucci collection by Alessandro Michele in a campaign shot by Daniel Shea. Set in the Alps, the collaboration collection is worn by a group of hikers, who camp by the lakes in a trip to the great outdoors. The forests and peaks of the region form a vast and breathtaking scenic backdrop to the imagery, capturing colorful, candid moments of group activity reminiscent of holiday snaps. The campaign’s atmosphere evokes the aesthetic of the 70s, when The North Face was a thriving outdoor retailer based in Berkeley, California and shared a factory and storefront adjacent to Credence Clearwater Revival’s practice studio—whose iconic song ‘Bad Moon Rising’ is featured throughout the video campaign. Music: ‘Bad Moon Rising’ by Creedence Clearwater Revival
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Simmonds is the go-to guy for fashion brands looking for extra edge and impact in their advertising campaigns. He was one of the key figures behind the Gucci re-imagining that has garnered so much industry attention, providing the art direction for new Gucci designer Alessandro Michele 's first campaign for the storied fashion house. Simmonds was also behind the much-lauded redesign of Dazed and Confused in 2010, when he was the magazine's creative director. Born in Birmingham in the 1980s, Simmonds grew up immersed in the city’s counter culture that continues to influence his work today. Simmonds moved to London (where he is still based) to study at Central St Martins. His final project, a men’s magazine titled ‘He-Man’ sold out. Simmonds set up his own creative design studio in 2009, which specializes in fashion and editorial, and works across multiple platforms. His client list includes the likes of J W Anderson, Alexander McQueen and Alexander Wang , with his work ranging from social media campaigns, website redesigns, window displays to store designs. In 2010, Simmonds realized his childhood ambition by being appointed creative director for Dazed and Confused, redesigning it as a bimonthly, although he has since stepped down from the position.