With the arrival of fall comes the excitement of fresh fashion collections and captivating campaigns. This season, the Canada Goose Fall/Winter 2023 campaign takes center stage, weaving a unique narrative that celebrates the empowerment and individuality of women. Titled "Live in the Open," the campaign pays homage to the spirit of adventure and features three extraordinary ambassadors from diverse fields – art, cinema, and sports – all united by their shared pursuit of a greater purpose.
In a remarkable collaboration with the legendary photographer Annie Leibovitz, Canada Goose ventures into the rugged landscapes of New Mexico to unveil its latest women's collection. The campaign shines a spotlight on three remarkable women: artist Sheila Atim, wildlife cinematographer Sophie Darlington, and ice hockey player Kimberly Newell. Each of these inspiring figures is captured in their element against the backdrop of New Mexico's iconic red hills.
This same landscape served as a wellspring of inspiration for one of modern art's most prolific and avant-garde figures, Georgia O'Keeffe. Known for her breathtaking paintings of natural forms, O'Keeffe shared a profound connection with the land and nature of New Mexico, where she lived, worked, and thrived for nearly four decades. The "Live in the Open" campaign, marked by dramatic lighting, atmospheric ambiance, and the visual storytelling prowess of Leibovitz, showcases Canada Goose's trio of muses as they effortlessly blend with the arid terrain once frequented by O'Keeffe.
Clad in the latest offerings from Canada Goose's collection, combined with pieces from their own wardrobes, these women's individuality as leaders and their unbreakable bond with Mother Nature radiate through Leibovitz's signature style. "I loved these women and their fascinating stories," remarked Leibovitz. "We were all enchanted by the power of the New Mexico landscape. Bringing them together in such an incredible natural environment was a great source of inspiration."
The sentiments expressed by the ambassadors echo the campaign's overarching theme of empowerment and the profound connection to nature. Sheila Atim shares, "Knowing the pressure and force the Earth is capable of gives me a deep respect for the forces beyond me." Sophie Darlington, a BAFTA-winning director and cinematographer with over three decades of experience in wildlife films and television series, underscores the importance of representation, saying, "Representation is really important." She adds, "I never thought I was trailblazing. And now, I believe so much in the ethic of See Her to be her. Representation is really important."
Olympic ice hockey goaltender Kimberly Newell shares her inspirational journey of returning to hockey after a challenging decision to step away post-university. "After the Olympics, many young women in China contacted me to say they had never watched hockey before and were very inspired," she says.
This collaboration marks Annie Leibovitz's second time photographing for Canada Goose, following the brand's Fall/Winter campaign in 2022. Returning to New Mexico is a meaningful choice for Leibovitz, as she had previously photographed the home of Georgia O'Keeffe.
Penny Brook, Chief Marketing Officer at Canada Goose, reflects, "It's about celebrating fearless and visionary women of yesterday, today, and tomorrow. It's a great honor to do so with the esteemed team involved in this year's 'Live in the Open' campaign, all of whom play a crucial role in inspiring our consumers to live boldly, without compromising on style or performance."
The Fall 2023 collection from Canada Goose harmoniously echoes the raw landscapes and color palette of New Mexico. Nature-inspired shades, including Desert Sand, Limestone, and Sagebrush, blend seamlessly with classic colors like black, navy, and gray. The collection features sleek silhouettes with tonal branding, striking a perfect balance between luxurious style and exceptional performance. The complete collection is available in stores worldwide, online at canadagoose.com, and select partner locations across the globe.
The Canada Goose Fall/Winter 2023 campaign goes beyond the mere display of a fashion collection. It stands as a celebration of the strength, individuality, and deep connection to nature that women embody, mirroring the brand's ethos of empowering people to embrace the elements with confidence and style.
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