The North Face
Face The North Face
The North Face draws both its name and logo from Half Dome in Yosemite. The name reflects a core mountaineering truth: in the Northern Hemisphere, a mountain’s north face is the coldest, iciest, and most chanllenging to climb, symbolizing the ultimate test of exploration.
While outdoor culture and the brand’s popularity continue to grow in China, its deeper meaning is often overlooked. For Winter 2023, we used the collection launch as an opportunity to reintroduce the this spirit.
The North Face draws both its name and logo from Half Dome in Yosemite. The name reflects a core mountaineering truth: in the Northern Hemisphere, a mountain’s north face is the coldest, iciest, and most chanllenging to climb, symbolizing the ultimate test of exploration.
While outdoor culture and the brand’s popularity continue to grow in China, its deeper meaning is often overlooked. For Winter 2023, we used the collection launch as an opportunity to reintroduce the this spirit.
Beyond the mountains, exploration continues.
The Nuptse, introduced in 1992, is one of The North Face's most iconic down jackets. Originally designed for high-alpine performance, its bold silhouette has since evolved into a streetwear staple, where function meets attitude.
Now a cultural symbol on winter streets, Nuptse inspires a new generation to push boundaries, face the unknown, and ultimately, face the north face.
Now a cultural symbol on winter streets, Nuptse inspires a new generation to push boundaries, face the unknown, and ultimately, face the north face.
Credits
Fred & Farid
2023
Role
Creative Direction
Art Direction
Collaborators
Creative Direction: Adrien Goris
Copywriting: Peilin
Art Direction: Billy Liao
Agency Supervisor: Paul Lin, Quinn Jiang, Jenny Wei
Agency Producer: Caroline Wei
Production House: Jetleg
Director: SongRong, IKENO
DOP: SongRong, Jiayou Cai
Photographer: 小鸡山鸣, 5D宽