The new North Face campaign rediscovers the brand's archive

On 12 October North Face announced 'More than a Jacket', the new campaign created to celebrate the great adventures that have made the history of the brand for more than 55 years, in collaboration with the San Francisco Museum of Modern Art.
The goal is to create the first crowdsourced digital archive, calling a collection for lovers of exploration and adventure from all over the world and inviting them to share stories and images in which their favorite brand products are worn with the hashtag #MoreThanAJacket.
Once again, museums are spokespersons of the profound link between fashion and art, promoting initiatives and establishing direct relationships with brands, as already in the collaboration between Louis Vuitton, Takashi Murakami and the Brooklyn Museum in 2008 or COS for the Guggenheim in 2016.

The campaign also sees the involvement of exponents of the American music and art scene such as RZA, the beatmaker, multi-instrumentalist, rapper, record producer and the all-female band HAIM, in addition to The North Face athletes Conrad Anker and Ingrid Backstrom, the first to contribute to the creation of the archive by drawing on their past and creating a connection between the stories of their personal experiences and the history of the brand.
The initiative comes in the wake of a general trend on the part of the fashion world to rediscover its past and re-propose it in a new and current key, thanks to archival fashion, a digital movement, born from Instagram and quickly migrated to all other social networks, based on the rediscovery of the brand archives following the digitization process they have undergone over the years.