Napapijri ‘Out Of Nowhere’ SS18

Napapijri’s Spring Summer 18 campaign ‘Out of Nowhere’ is in a space of its own.

Developed by London based creative agency Virtue and was shot in the barren, otherworldly landscape of the Sierra Nevada desert in South East Spain by the photographer Alex de Mora and styled by Jordan Dean Schneider. The campaign plays with ambiguity and a sense of adventure, exploring the unexpected journey of Napapijri’s heritage-forward focus. The expansive open horizons provides a striking backdrop, conveying a geographical obscurity and openness, mirroring the north, south divide of the brand’s recognisable box logo

Napapijri_OON-S18 OutDoor Landscape7

In mixing timeless references from previous collections Napapijri has created a contemporary forward-thinking collection. Irrespective of current style movements ‘Out of Nowhere’ is an apparent rejection of the idea that one must adhere to set boundaries and limit oneself to their immediate surroundings, instead be uninhibited and be free.

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