Moose Knuckles, the renowned outdoor brand recognized for its top-quality winter jackets and coats, has recently launched its latest campaign under the guidance of Carlos Nazario, who was appointed as Global Artistic Director earlier this year. Named Get In Line, this campaign aims to establish Moose Knuckles as a prominent player in the upscale cold weather clothing market, competing against well-established brands like Moncler and Canada Goose.
The Get In Line campaign weaves together a series of interconnected stories that portray the joys of urban living through various members of Moose Knuckles’ creative community. By showcasing its outerwear icons on the streets, the brand seeks to bring them to life and demonstrate its commitment to offering clothing suitable for both winter and all-year-round wear.
Drawing inspiration from the gritty determination that accompanies city living, the campaign showcases the collection on a diverse range of individuals from the contemporary creative scene. Alanis Morissette, the Canadian music artist who made waves in the alternative music scene of the ’90s, takes center stage as one of the campaign’s stars. Moose Knuckles considers her an archetypal figure in their creative world, praising her unapologetic and authentic approach to music, which has garnered her a massive global following.
A highlight of the campaign is the brand’s reimagining of Morissette’s music video for the song “Hand in my Pocket.” In the video, Morissette walks down the street accompanied by a herd of “moose” – a playful depiction of young creatives wearing Moose Knuckles outerwear, with some even donning moose mascot costumes. This whimsical element emphasizes the brand’s cheeky irreverence, which has become synonymous with Moose Knuckles. In fact, the brand affectionately uses the term “herd” to refer to its loyal customer base.
Morissette is joined in the campaign by emerging actor Javon Walton, well-known for his role in the hit TV series Euphoria, professional skateboarder Beatrice Domond, musician Mustafa the Poet, and model Shy. Each of these individuals is recognized for their contributions to culture and is depicted in everyday city scenes, from waiting on a subway platform to gathering in a close-knit circle on the street.
The collection itself celebrates the concept of “Neo Natural” and showcases the label’s timeless clothing codes. With its largest fall collection to date, Moose Knuckles reinforces its commitment to becoming a luxury fashion destination for year-round wear. One notable piece is the Bunny transitional outerwear, a bestselling item that combines the comfort of a hoodie, the warmth of a faux fur jacket, and enhanced weather protection.
Overall, Moose Knuckles presents a captivating campaign that not only highlights its stylish and functional outerwear but also celebrates the vibrant and diverse communities that embody the brand’s spirit. With Carlos Nazario leading the way as Global Artistic Director, Moose Knuckles is poised to make a significant impact in the high-end cold weather clothing market. Get ready to Get In Line with Moose Knuckles and embrace the urban experience with their iconic outerwear.
For more information on Moose Knuckles and its latest campaign, visit their official website (link: https://www.mooseknucklescanada.com/). Additionally, check out fashion publications like Vogue or Harper’s Bazaar for further insights into the brand’s expansion in the luxury fashion market.
