Lennon Gallagher and Patsy Kensit for Napapijri's new campaign

In the Fall/Winter ‘24 season, Napapijri chooses the theme “Future Heritage”, presenting a collection that honors its historical visual codes and elevates them through design and innovation and demonstrating the brand's ability to be a spokesperson for the tastes of the new generations. Reflecting on aesthetic continuity, the collection explores the brand’s heritage, juxtaposing past and future, urban and outdoor spaces, tradition and innovation, and demonstrating the brand's ability to appeal to the tastes of the younger generation with a shrewd marketing strategy. Photographed in London by Davit Giorgadze, the campaign features actress and singer Patsy Kensit and her son, musician and model Lennon Gallagher (son of Liam Gallagher of Oasis), exploring the themes of generational harmony, family bonds, and contrasts. The mother-son duo had never worked together on set, but that didn’t stop their carefree bond from shining through, also thanks to their genuine appreciation of the collection. As Patsy commented, “for a couple of hours today, it felt like we were just two people who had booked a job together. Then, when it came time to be together in front of the camera, our relationship and closeness were truly transparent, and shooting Napapijri felt like revisiting the ‘90s with a couture twist”. The campaign showcases a series of looks created to celebrate Napapijri’s original visual codes and its iconic cuts through the mindful reworking of key styles from the brand’s vast archive. This is particularly evident in the dual reinterpretation of Napapijri’s first jacket, the Skidoo: on one hand, it evolves into the Hyper-Puffer, an oversized quilted classic with a bold three-dimensional silhouette and technological details; on the other, it becomes an elevated replica of itself through the Skidoo Archive, crafted from traditional Cordura® fabric and finished with thick, curly wool for a refined touch. In this process of rediscovery, even essential pieces like the Equipe and Yupik fleeces are reimagined using certified RWS curly wool, replacing the original synthetic materials.

As Silvia Onofri, President of the brand, explains: “FW24 represents a key moment in Napapijri’s journey. By looking at our archive, we can fully appreciate the distance we have traveled and the distinctive elements that make us who we are. They are there to project us into a higher future through artisanal pieces capable of transcending labels and offering a new vision of lifestyle fashion”. Blending retro inspiration and technology, this season leverages Napapijri’s heritage to design its future through innovation, appealing to urban explorers and mountain enthusiasts. The AI24 design unfolds in three main directions: mountain lifestyle, adaptive outerwear, and mid-layers. Coloring contemporary culture with vintage mountain charm, AI24 brings a retro touch to curly fleeces, puffer jackets, shirts, and sweaters. With innovative shapes, vibrant colors, and captivating graphics, we have curated pieces that respond to current trends while honoring the brand’s heritage. Napapijri’s commitment to innovation is also evident in the new mid-layers, featuring new concepts, wool blends, and utility details. From functional technical items to versatile pieces, mid-layers become essential components of winter style. The collection is completed by renewed accessories such as the iconic Bering Duffel Bag and the Adula Duffle Bag, made from recycled nylon, with minimalist branding and adaptable straps that transform them into backpacks when on the go.

The pieces showcased in the “Future Heritage” campaign will be available on napapijri.com and in three exclusive pop-ups at Harrods, Flannels - London, and Galeries Lafayette, until October 14th.