THE NORTH FACE SS17 COLLECTION reinforces the brand’s uncanny ability to cross over between functional outdoors gear and stylish everyday apparel.
The SS17 campaign was shot in the harsh weather conditions of Russia, photographed by Leonard Sorokin and featuring Moscow models Avdotja Alexandrova and Vsevolod “Sever” Cherepanov. The former is the founder of modelling agency Lumpen (Russian for outsider), renowned for its unconventional models and locations, and the latter may be familiar to followers of Gosha Rubchinskiy and his Muscovite muses. Together, they add a very “on-trend” post-Soviet co-sign to a strong new Spring/Summer collection.
The shoot highlights the durability and stylish qualities The North Face are firmly associated with, whilst maintaining a balance between simple effective apparel and the more technologically advanced garments. The North Face products are designed to survive harsh weather conditions, so naturally they’ll be more than suitable whether you’re up a mountain or just looking at one on your phone while waiting for a bus (we’ve all experienced how bus stops seem to have an unparalleled commitment to absorbing and maintaining the cold).
THE NORTH FACE SS17 COLLECTION is ARRIVING NOW with retailers including URBAN INDUSTRY. Imbibe the Russian vibes with the lookbook below, and click on the banner to shop the new range with Urban Industry.