Napapijri has chosen Future Heritage as the key theme for its Fall/Winter 2024 collection. This collection pays tribute to the brand’s historic visual codes, elevating them through design and innovation. It reflects on the brand’s aesthetic continuity, blending its heritage with the future—combining tradition and innovation. The campaign, shot by Davit Giorgadze, also highlights the theme of generational harmony with Patsy Kensit and Lennon Gallagher. Mother and son, captured together, showcase the collection while also portraying their unique personal bond.
Napapijri’s Fall/Winter 2024 Collection
The campaign presents a selection of looks designed to reflect Napapijri’s distinctive visual codes and iconic cuts, with a thoughtful reinterpretation of the brand’s most representative styles, inspired by its archives. This approach is particularly evident in the reimagining of Napapijri’s first jacket, the Skidoo, which evolves in two directions: one transforms into the Hyper-Puffer, an oversized down jacket with a bold, three-dimensional silhouette and technological details; the other becomes a more sophisticated version of the Skidoo Archive, crafted from traditional Cordura® fabric and finished with thick, curled wool for a more refined touch. In this process of rediscovery, iconic pieces like the Equipe and Yupik fleeces have also been rethought, using certified RWS curly wool to replace the synthetic materials originally used.
The collection’s aesthetic leans heavily on a retro style, showcasing curly fleeces, puffer jackets, shirts, and jumpers. It strikes a balance between past and present, with a focus on adaptive outerwear best represented in the 20-22° SERIES and the family of light-puffer jackets. These pieces are made from Stretch Cordura® fabric with a high-performance waterproof membrane and Aquafil® Regenerated Nylon details. The 20-22° Parka, in particular, is an elegant, sports-inspired item with a distinctly urban feel.
The Brand’s Mission
Napapijri continues its commitment to innovation, evident in its new mid-layers, which feature fresh concepts, wool blends, and utility details. From functional technical pieces to versatile garments, these mid-layers have become essential components of winter style. Rounding out the collection are updated accessories, such as the Bering Duffel Bag and the Adula Duffel Bag—both made from recycled nylon and featuring minimalist branding and adjustable straps that convert them into travel backpacks.
The pieces featured in the Future Heritage campaign will be available on napapijri.com and in three exclusive pop-up stores at Harrods, Flannels – London, and Galeries Lafayette until October 14.
