DIGITAL STORIES

Moose Knuckles FW21

By Kaycia Ainsworth


Summer is officially over. Devastated as we are to see the back of a sun that only rose over us for a week before setting for another year (thanks for nothing, climate change), I implore that we re-evaluate winter as a contender for our new stylish season. After all, what's not to love; you're forced to keep up with your skin care routine for fear of your lips chapping clean off your face, and encountering warming central heating starts to bear resemblance to finding an oasis in a desert. The ambience of the season can at times be magical and even a balcony view of a carpark is injected with a little sparkle when it starts to snow. Throw your bikinis out of the window and cosy into one of the most fashionable seasons that there is. You’re forced to wear more clothes, and layering is always an ample opportunity for styling- it's a season where people in general agree to be a little bit more extravagant than usual. Sequin dresses, feathers and draping furs are pulled out of closets that they should never have been put back into in the first place. If you're extremely fashionable then, like me, you’re already dusting off your ski suit and fur trimmed gloves ready to entertain plans anywhere but Winter Wonderland.


Right on queue for ski season, Canadian fashion brand Moose Knuckles have launched their Fall/Winter campaign for 2021. Spearheaded by legendary fashion photographer David LaChapelle, the campaign is a classic example of the work LaChapelle earned his chops for. Intense visual world-building born from fantastical concepts that produce hyper real artistic imagery so detailed and well rounded it appears to be simulated. His artwork is agglomerative, and each portrait adds yet another masterpiece to his repertoire.



"Intense visual world-building born from fantastical concepts that produce hyper real artistic imagery so detailed and well rounded it appears to be simulated."



The campaign sets its scene in a snowy metropolis, with icicles hanging from street lamps and bodega rafters. The cast is an eclectic mix as American supermodel, Emily Ratajkowski, stars alongside British beauty, Adwoa Aboah and, shockingly, SNL comedian Pete Davidson. Pete brings his classic comedic charm, licking and lazing on a life sized ice sculpture of a motorbike, giving new leverage to the idea of “chilling out.” Emily is featured surfing an 8-foot wave of ice wearing Moose Knuckles’ Tracadie jacket, contrasting the visuals of surf and snow and highlighting the built-in warmth of their design. Adwoa is depicted as being trapped inside of a snowglobe in the Afton vest, striking elegant poses against the frosting glass.






Creative director, Brody Baker, elaborates on the luxury outerwear brand and how their focus on usefulness is reconstructed through their design; “Utility has a different definition at Moose Knuckles. We know our audience and we know how to make unparalleled outerwear tailored to their needs. They like to have fun, to have a good time, to create. And they don’t take days off. We wanted to create imagery that would resonate with their sensibilities. David’s world was the perfect fit.”



“Utility has a different definition at Moose Knuckles. We know our audience and we know how to make unparalleled outerwear tailored to their needs."



The true finale piece of the campaign is the image of its three models ice fishing… in a manhole. The juxtaposition of Canadian tradition and cityscape is everclear and drives home the point of the parade. These clothes are designed to keep you warm like you’re in Canada, even when you live in the city.