Woolrich continues to celebrate its love of Americana and nature with a new campaign that spotlights a collection designed to embrace the elements and delve into the unknown. The brand’s Fall/Winter 2022 ad 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 outdoors. “The Outsiders” explores the escape from our own minds and our own perception of our reality and the world in order to discover what lies beyond ourselves through the photographic and video campaign.
Woolrich reconnects with nature and people who share its values by stepping outside their own barriers and limits. Filmed in various locations across the state of Wyoming – Red Rock Ranch, Jackson Hole Mountain Resort, Colter Bay and Curtis Canyon – come to life when the location is linked to one of the area’s star 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, represented with them in the campaign.
Dajana Radovanovic is a model, creative and certified holistic health coach who lives in Los Angeles, California. As the founder of Dajana’s Health Club – a vibrant educational space that provides the information and tools needed to help and inspire others on their own health journey – she explores creative and unconventional approaches to holistic life education. and nutrition. She enjoys exploring the outdoors – hiking, camping, mountain biking, nature cooking, etc. – to create a balanced lifestyle.
Alexina Graham is an English model, mental health advocate and founder of XINA, a clothing brand committed to supporting mental health. Her involvement in mental wellbeing and suicide prevention has led her to work closely with British charity Beder UK. She finds that nature can heal and that the soothing 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 elevates 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 there are his constant inspiration.
Nathaniel Atakora Martin is a freelance photographer based in Squamish. With a focus on vast landscapes and how people connect and interact with them, Nathaniel’s unique aesthetic and propensity for adventure carried him everywhere. His ambitious spirit pushes him to explore more difficult terrains and experience nature in different ways, allowing him to forge a deep and personal connection with the great outdoors.
Made by a team of Los Angeles-based creatives, the campaign was shot by director Clara Balzary and cinematographer Robbie Corral. Styling duo Anda & Masha created the looks, integrating a sense of street style into an on-trend wardrobe.
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