Napapijri's FW22 "Be Out There" Campaign Fuses the Future With Functionality
Using photogrammetry to superimpose and juxtapose.
Napapijri‘s DNA fuses the great outdoors with greater taste, resulting in collections (often saturated in outerwear) that blur the lines between the tactile and the trendy. This couldn’t ring more true for the brand’s Fall/Winter 2022 collection, which has been spotlighted in a new campaign dubbed “Be Out There.”
At first glance, it seems that the Italian brand has headed to Beitostølen, Norway, to showcase the collection’s versatility and weather-tackling qualities. However, through the medium of photogrammetry — courtesy of the multidisciplinary creative studio Service Généraux and creative direction by the Parisian agency Pavillon Noir — Napapijri has captured the collection in three-dimensional realms, shooting multiple images of an object to create its virtual self. This is juxtaposed against the models wearing the collection, culminating in a campaign as one that switches between the original and the futuristic.
In many ways, the same could be said for the collection itself. Here, Napapijri presents classic jackets like the anorak in signature hues of black, green and khaki, but updates each with a new energy, adding down-free recycled padding insulation and extra-light recycled Cordura fabric.
Its “Circular Series” is 100% recyclable thanks to its one-material construction, while thermoregulation and water resistance infiltrate another line of outerwear. For more information, head over to the Napapijri website.
For seasonal must-haves, take a look at Jil Sander’s “Wardrobe” collection.
