Woolrich’s new campaign focuses on the essentials: less is more. Each piece tells a story, embodying the needs of the modern explorer. It’s a manifesto for those who navigate the city with boldness yet feel an undeniable pull toward the natural world. A visual language that speaks to a lifestyle balanced between movement and stillness, exploration and introspection.
The backdrop of this narrative is nature—untouched, silent, and powerful. The looks come to life against the stunning landscape of Donner Summit, offering breathtaking views of the majestic Sierra Nevada range, just steps away from the iconic Lake Tahoe, known for its crystal-clear waters and its role in numerous cult films. This natural setting is the perfect canvas for a collection that seamlessly blends tradition and modernity, a nod to the brand’s roots. Woolrich has always drawn inspiration from these vast, wild landscapes. These settings capture not only the beauty of the natural world but also the raw energy of an environment that both challenges and inspires. “Let Nature Be Your Muse” is a dialogue between nature and fashion, where every element reflects a story of authenticity and expressive freedom.
For nearly two centuries, Woolrich has looked to nature as its muse. Today, this bond is stronger and more relevant than ever, becoming the guiding thread of a new era. Tradition weaves into a forward-looking vision, staying grounded in the past while embracing the future. This campaign marks the start of a new journey under the creative direction of Todd Snyder: a path that doesn’t betray its roots but digs even deeper, drawing from them a fresh creative energy. The fusion of heritage and contemporary style, explored through this campaign, isn’t just about reinvention—it’s a celebration of how the iconic can evolve to meet the needs of today. This approach not only honors the brand’s legacy but also projects it into a future full of possibilities, redefining the core elements of style with a renewed focus on quality and craftsmanship.
Bringing this vision to life is a team of top creative talent. At the helm of the campaign is Art Director Phillip Gutman, who crafted a minimalist yet powerful visual narrative where every detail counts. Fashion Director Jim Moore skillfully wove a story that merges tradition with innovation, highlighting the brand’s ongoing evolution. Lastly, photographer Kenny Thomas captured the essence of Woolrich with images that evoke the quiet strength of nature.
With this campaign, Woolrich invites us to rediscover the beauty of the essentials, to let nature inspire us, and to find our balance within it.
